Many brands launch green initiatives, but few are willing to get their hands dirty in the soil. Mixed media motion design to tell the story of the Woolrich Outdoor Foundation and its initiatives in their video Manifesto.
Client:
Woolrich Outdoor Foundation
Executive Creative Director:
Riccardo Galimberti
Executive Producer:
Pietro Polentes
Art Director:
Rachele Santini
Design:
Rachele Santini
Animations:
Fabrizio Paludetto
Compositing:
Fabrizio Paludetto
Woolrich created the Woolrich Outdoor Foundation, an organization that supports and funds initiatives dedicated to environmental and ecological causes.
The brand has always been closely connected to the natural world, but through its Foundation, it has turned that connection into something concrete and tangible.
Woolrich came to us to create a promotional film that would explain the nature of the Foundation and the initiatives it supports, all developed in collaboration with organizations and institutions working across environmental protection, ecology and the culture of the natural world.
After exploring and researching the nature of the Foundation and its work, we developed the film starting from its tone of voice.
A subject this important and moving called for a voice that was gentle yet clear, whispered yet determined.
The voice-over text tells the story of the Foundation’s initiatives and values through an almost poetic, metaphorical language.
The brand has built an extensive body of video work, almost entirely in live action, where nature takes centre stage: powerful images of wild landscapes, aerial views of immense forests and mountains, endless plateaus battered by heavy rain.
We wanted to step away from this established visual language without losing its strong connection to photography. So we turned to collage.
Each sequence was crafted as a photographic composition, bringing together fragments of the natural world that have always been part of Woolrich’s visual identity. Forests, mountains, rain and open landscapes were taken apart and reassembled into something new — a more intimate and evocative interpretation of nature, created specifically for the Foundation.
Creating the individual graphic compositions was the longest phase of the production. Each scene was carefully assembled in Adobe Photoshop, bringing together photographic elements, textures and details, before being animated in Adobe After Effects.
The animation was designed to recreate the tactile, slightly imperfect rhythm of stop motion that characterizes collage-based films, giving each composition a sense of movement and life.
