Wear Wool, Not Fossil Fuel
An immersive cinematic campaign reframing fashion's role in the climate crisis.
For Wear Wool, Not Fossil Fuels with The Woolmark Company, the challenge was to make this invisible statistic tangible.
Developed in close collaboration with Studio Birthplace, the project was fully previsualised in 3D, exploring how to light and frame the pool before bringing it to life on set in South Africa with a practical "oil" tank.
The team combined fluid simulations, digital doubles, and environment work to connect everyday garments back to their origin in fossil fuels. Each step focused on finding a visual language that could clearly communicate the environmental impact of synthetic fabrics.
We're grateful to everyone involved for their craft and commitment.
A companion campaign to Wear Wool, Not Waste — extending the Woolmark world into a sequel that reframes wool's role in the climate conversation.
No generative AI was used in this production.
