In the near future, city life is a miasmic, dismal existence, lived out under plastic shrouds harvested from herds of unnatural, sheep-like creatures. But an anonymous gift propels one woman beyond the confines of a dirty metropolis, into the mountains above the smog, where the air is clean and real animals still roam.
It's a piece of clothing that changes her life, something ordinary and pure, not synthetic and unwholesome like the drapes everyone else wears (or maybe is forced to wear). There is no joy here, so she leaves, on foot, giving viewers a glimpse of the cityscape: a place of concrete and tunnels, all gutter and no boulevard, dark and dank and dreary.
This dystopian, yet ultimately hopeful vision, is courtesy of TBWA Sydney, which created the film for The Woolmark Company. It's the first consumer-facing campaign from the Australian wool industry group in seven years. Ninety percent of the world's wool is produced in Australia, and activewear and athleisure (like the life-changing garment in the film) is the fastest growing sector of the textile industry.
The two-and-a-half minute spot kicks off Woolmark's new "Live&Breathe" platform, which focuses on natural, breathable fabrics with environmental credentials. The film is running online and is accompanied by out-of-home placements in New York, San Francisco, London, Shanghai and Tokyo. In addition, influencer-led fitness classes will feature Merino wool capsule collection launches from brands including P.E. Nation and Erin Snow.