What does it look like to wear your values on your sleeve?
Allbirds started with sustainable shoes and realized the fashion industry’s problem was much bigger than petroleum-based footwear. Its first apparel line set out to replace more of your closet with things made responsibly from natural materials, without giving up comfort or style. For the 2020 launch we made the campaign’s films: a director’s cut, a 30-second anthem, and four short profiles. I was creative director.
Allbirds Apparel
Tread lighter
The director’s cut has no dialogue. It moves with the cast through dry grass in golden light, sheets of fabric caught in the wind and sculptural concrete rooms, and ends where it began, on the horizon.
The profiles are 30 seconds each, with fashion blogger and activist Aditi Mayer, Kay Kim, founder of Rooted, environmentalist Leah Thomas, and Raul Diaz, founder of Kuarto, and everything was cut down into bite-size pieces for every part of the media plan.
For Allbirds
Creative director, Cole Sax
With Aditi Mayer, Kay Kim, Leah Thomas and Raul Diaz
Athletes featured in the series
Skateboarding, surfing and climbing enter the Olympics.
NextWorld
Debut
YouTube Originals · Feature documentary
The CruxThe North Face
Call to ServeFord · soon
World DebutYouTube Originals · soon
Far From HomeOlympics · soon
Second SightSEE International · soon
Salesforce StudiosSalesforce · soon