THE LIGHTEST FOOTPRINT - CAMPAIGN
Role: Video Editor, Camera Assistant
Year: 2022
These videos are part of a social media video series published on Instagram documents the journey of sailor ‘2 Dogs’ who's challenge is to produce and deliver a wool sweater from Tasmania to Sydney using zero carbon emissions.
WALLABIES x MJ BALE - ADVERTISMENT
Role: Video Editor
Year: 2022
This video was an advertisement aired at the Sydney Cricket Grounds for the Australia vs England ruby union match.
THE DOCUMENTARY - PITCH
Role: Creative Director
Date: 2023
MJ Bale approached us to produce a documentary exposing the dark side of fashion and recounting the challenges MJ Bale has faced in its ongoing journey towards sustainability. A treament was developed and pitched to positive reception. The project has not yet began production.
Developing a Vision
To best represent MJ Bale, it was necessary to consider how the topics and themes explored in the documentary would align with the brand values MJ Bale aims to promote.
The proposed topic and themes
Next, a logline was developed to communicate the overall plot direction:
"When a CEO of a successful clothing label is challenged about the industries negative eniviromental impact, he is torn between two paths: upholding his values and risking everything, or looking the other way."
Structuring The Narrative
'Save the Cat' is a popular narrative story telling method that focuses on stories of transformation. The method is based on 10 distinctive genres and 15 story beats. The genre 'Insititutionalised' was chosen as it shared many similarities to MJ Bale's story.
The 3 elements of Institutionalised:
1) Every story in this category is about a group — a family, an organisation, or a business that is unique.
2) The story is a choice, the ongoing conflict pitting a "Brando" vs. the system's "Company Man."
3) Finally, a sacrifice must be made and you get three endings: join, burn it down... or commit "suicide."
MJ Bales Story:
1) MJ Bale's CEO
2) is in argument with the head of innovation as to whether they should commit to a sustainablility transition, or maintain the status quoe.
3) In the end the CEO chooses that he must uphold the company's values commit to the change despite the risk to company and himself.
Storybeat Structure
The sequence of events (scenes) and the people involved (characters) in MJ Bales's sustainability transition were mapped to fit the prescribed story beat structure.
Characters and the corresponding role / traits
Below - The narrative strucuture drafting activities that were used to develop the final narrative board.
Next Steps - Production
At the time, the pitch was well received and the project was approved to enter its next phase, however, it has since been put on pause with potential for it to resume in the future. As the project is a documentary it is assumed that the new insights and information will arise throughout the production process. For this reason the current strucure and narrative will likely continue to be reworked as the project progresses.
