Wear Wool, Not Waste
Companion campaign — synthetic waste reimagined as a creature emerging from landfill.
For Wear Wool, Not Waste with The Woolmark Company, the ambition was clear from the start: create a world that literalizes the immortal nature of synthetic fabrics.
A key challenge was transforming motion capture to ragdoll behaviour, then into full cloth simulations. Over two months, the team refined this pipeline until every movement felt grounded and believable.
From the on-set special effects team in South Africa developing practical solutions like anti-vacuum cannons, to the artists shaping every frame in post, this was a true collaboration across disciplines.
The response has been incredible, but what matters most is seeing a story resonate, one where visual effects don't just support the idea, but help carry it.
Special thanks to the entire team for their enormous talent and hard work to bring this project to life.
No generative AI was used in this production.
Two months in the trenches — pipeline R&D, on-set practical FX, mocap-to-ragdoll-to-cloth, and a small army of artists turning a city into a clothing apocalypse.
The biggest unlock was a custom mocap → ragdoll → cloth pipeline. Take 1 was rigid; take 47 finally moved like fabric remembering it was once a body.
On location in Cape Town, the SFX team built anti-vacuum cannons to pre-shape the practical cloth before we replaced and extended it digitally. Every street-level shot has at least one frame of real wool somewhere in the plate.
Click any image to enlarge — or tap the hero to roll the BTS reel.
