ADDRESS THE FUTURE

Grand Prix

Demo Film

Presentation Image

ClientCARLINGS
Category E01. New Realities & Voice Activation
TitleADDRESS THE FUTURE
Product/ServiceTHE DIGITAL COLLECTION
Entrant VIRTUE Copenhagen, DENMARK
Idea Creation VIRTUE Copenhagen, DENMARK
PR VIRTUE Copenhagen, DENMARK
Production VIRTUE Copenhagen, DENMARK
Additional Company CARLINGS Stockholm, SWEDEN
Credits
Name Company Position
Morten Grubak VIRTUE Executive Creative Director
Joachim Ulrich VIRTUE Copywriter
Emil Kjems VIRTUE Art Director
Emil Kjems VIRTUE Art Director
Dimitri Werner de Paiva VIRTUE Art Director
Berglind Stefánsdóttir VIRTUE Project Director
Asbjørn Munk VIRTUE Producer
Kirstine Kollerup VIRTUE Post Production
Sahand Porkar VIRTUE creative technologist
Max Siegal VIRTUE Editor
Emil Fogh VITRUE Cameraman
Tao Thomsen VIRTUE Copywriter
Monika Prokop VIRTUE Strategist
Rob Newlan VIRTUE CEO

Describe the creative idea

FROM A DECADE TOO LATE — TO A DECADE AHEAD. Our creative springboard became the vision of taking the webshop from being 10 years behind, to be 10 years ahead of its time. We crossed that idea with a fashion industry that is under severe criticism for its pollution, and where clothing waste has never been more extensive. This became the cornerstone of the world's first digital clothing collection with zero% negative environmental impact. The collection consists of virtual clothes that today’s 18-25-year-olds can wear on social media in order to showcase their fashion creativity without harming our planet.

Describe the execution

PROCESS AND STYLE ELEMENTS: Via mobile photo meta-data, a virtual tailor adjusts the clothes in the 3D program Marvelous Designer, where digital clothing design is created in the same way as real clothes. And because it is digital, there is an infinite number of pieces available once a piece has been created. This means an infinite clothing collection, whose production has had zero% negative impact on the environment. The electricity was produced with green energy, and all income went directly to WaterAid.com. TIMELINE: The virtual collection was available from mid-November to mid-December SCALE: Because it is digital, there is an infinite number of pieces available once a piece has been created.