Stella McCartney
During my time as in-house motion designer at Stella McCartney I created a wide range of video work that was used across the entire brand raging from fashion films, advertising, show invites, 2D and 3D animation, as well as video installations.
Loop Lab
This film aimed highlight the unique snap-in construction of Stella McCartney’s ‘Loop’ Shoe; a sustainability-driven design that reduces glue to make recycling easier. The film communicates technical features using movement and visual effects rather than diagrams or text.
The continuous rotating camera visually reinforces the concept of circularity, while revealing different stages of the construction with the flexibility of the shoe is expressed by the movements dancers.
The film was exhibited at Stella McCartney’s flagship store on Old Bond Street, London, placed in direct conversation with the physical product. Customers could to move around the shoes, watch the construction process on screen and understand how the snap-in method underpins the shoe’s circular design.
