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How did we bring the zombie-ravaged world of Wear Wool, Not Waste to life? 
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Behind the scenes of our campaign for The Woolmark Company, where we tapped into the zombie-horror genre to expose the lasting impact of synthetic clothing. From launching garments onto the set with custom air-pressure cannons to creating haunting visuals of clothes racing through the streets, we illustrated the massive environmental footprint of fast fashion. Our practical FX team spent weeks testing garments to achieve the perfect energy and integration with VFX, while the wardrobe department custom-designed items without zippers or buttons to ensure safety on set.

A filming crew is gathered on a city street, with cameras and equipment set up. Crew members are actively working around a large black screen. The street is lined with buildings, and a crosswalk is visible in the background.
A beige SUV is parked on a city street with clothing scattered around it. A person tosses clothes into the air near the vehicle. Several people stand nearby filming the scene. A building with arched windows stands in the background.
A bustling film crew works around a bus with cameras and equipment. Several people adjust gear, and others stand by. The scene is set against an urban backdrop with buildings visible in the background.
A woman wearing a beanie hands clothes out of a bus window. A pile of clothing and fabrics is accumulated on top of a bus. Several people stand nearby, with city buildings and a mountain in the background.
A person in a white dress stands in a field with sheep in the background. A camera operator films them, with mountains visible in the distance.
A film crew shoots a scene with a woman in a white dress standing in a grassy field surrounded by a flock of sheep. The backdrop features mountain peaks under a clear sky, with sunlight streaming through.

Visual effects were key to Wear Wool, Not Waste. Our incredible VFX Director and Producer, Tim Smit, alongside his talented team, led the charge in crafting this world. One of the biggest challenges? Transitioning the crowd from motion capture to ragdoll animation, where each agent falls and reacts naturally to the ground, followed by a full-body cloth simulation. This intricate process added layers of realism that brought the film's message to life. 

“Our artists spent two months refining this system to ensure it was robust and realistic. When it finally worked, the team was ecstatic. The final commercial is not only visually striking but also carried a powerful message—a perfect example of how VFX can support the narrative and elevate the final product into something truly eye-catching and unique." Tim Smit / VFX Director
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A person in glowing psychedelic colors and distorted effects appears to dance or move energetically on a dark background. Their figure is multicolored with vivid reds, greens, and blues. Several smaller abstract shapes surround the central figure.
A grid of images depicts a city street with skyscrapers. People in colorful outfits are falling from the sky. The scene is dynamic with variations in color and person position in each image section.

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