Category A01. Direction
Entrant NEW LAND Stockholm, SWEDEN
Idea Creation FORSMAN & BODENFORS Stockholm, SWEDEN
Production NEW LAND Stockholm, SWEDEN
Name Company Position
Natanael Ericsson new-land Director
Caroline Sandberg new-land Producer
Therese Engberg new-land Executive Producer
Tim Lorentzén N/A Cinematographer
Sofia Björkman new-land Producer
Charlotte Hurtig new-land Production Manager
Louise Scheja new-land Production Coordinator
Adam Singodia N/A 2nd Unit DoP
Trine Pillay new-land Executive Producer
Anna Granditsky Strange Cargo Film Agency Producer
Tee Lapan Strange Cargo Film Casting Coordinator
Tobias Reiner N/A 1st AD
Helen Fröling N/A Line Producer
Simon Ponten AoA Editor
Gustav Karlström Ohlogy Music Composer
Oskar Larsson TINT Colourist

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This film showcases the new collection of Denimwear for H&M. The sustainability-focused fashion brand shows that sometimes you have to take steps backwards in order to make progress for a greener future. The film follows a selection of men and women all in reverse, reflecting that denim can be re-worn and re-used, living multiple lives.

Cultural / Context information for the jury


Tell the jury anything relevant about the direction. Do not name the director.

The director wanted to take an interesting spin on the film and brand's message of sustainability. Adding in a voiceover clip of a political environmental standpoint adds subtle emphasis on the motivation of forming a greener future for fashion.