Finally, footwear that considers the planet it walks on

Agency: Tongal | Creative Concept: Brian Harvath & Nathan Cronk| Director: Nathan Cronk | Director of Photography: Brian Harvath | Editing: Nathan Cronk | Motion Graphics: Nathan Cronk

Industry

Footwear

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Creative

Copywriting

Production

Editing

Motion Graphics

Exposure

YouTube

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Socially Conscious Duds

Imagine, 8 billion people hurtling through space on a tiny rock called Earth, every one of them in need of a pair of shoes.  It’s hard to fathom the scale of environmental burden that results from our insatiable appetite for fresh duds…there’s got to be a better way. And there is! Thousand Fell, the makers of the first fully recyclable, fully sustainable, no waste shoe, came to Big River to further their mission of disrupting the footwear industry with a fun and stylish video that highlighted their sustainability model. To tackle this project, our concept was to (quite literally) showcase the many layers of sustainability that go into creating each pair of Thousand Fell shoes.

Stepping Into the Studio

Over several days, Big River poked, prodded, unstitched, unglued, and unpeeled each sustainable layer in an effort to deliver on our concept: a shoe that breaks apart and comes back together again without the use of special effects. After hours of troubleshooting and several dismantled pairs of Thousand Fell shoes later, we had a bulletproof setup for capturing our sustainable sneaks splitting apart. Next, it was time to painstakingly capturing each sustainable layer frame by frame as our shoe drifted apart, came back together, and flew about our pastel studio space before our tired, bloodshot eyes.

Sustainable meets Functional

For us, half the fun of filmmaking is conspiring with our clients to come up with crazy ideas and figuring out how to make them happen. Just like reshaping the footwear industry, this particular project was an ambitious challenge totally worth undertaking. As we wrapped up post-production it was clear that all the pieces to this puzzle came together in a way that showcased Thousand Fell's sustainability model while still showing viewers the beautiful design and functionality of Thousand Fell shoes.