CAMPAIGN
We directed the campaign for the 2017-18 International Woolmark Prize in Florence. Our task was to develop a theme and visual identity for the awards which spoke of innovation and was loyal to the brand.
We came up with a single motif: ‘DISRUPT THE THREAD.
We applied this motif to several pieces of content for the live show and digital, including a choreographed catwalk projection sequence, an interactive installation, graphic design, website assets and social media posts. We worked in tandem with event producers OBO and the lighting designers.
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SHOW REVEAL SEQUENCE
Our approach to the stage, where the collections would be revealed was to create an animated curtain of thread. This thread acted much like a theatre curtain, hiding the stage itself and animating / disrupting subtly before the show. During the reveal itself the thread comes to life. We crafted a 3 minute animated sequence which was timed to models walking out onto a purpose built stage. We developed 12 different techniques of digitally animated thread which represented the 12 nominees and their innovative approach to the design and manufacture of wool. A transparent gauze was used as the projection surface to envelop the models in the animation as they walked out.
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/91173a61174191.5a663b34b2132.png)
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INTERACTIVE
We wanted to encourage people to participate in the show as well as continue the theme in a playful way. We created an interactive wall of thread which disrupted by proximity and body movement. The disruptive effect evolved throughout the evening and exploded with colour after the show.
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/2b60fa61174191.5a662a141b18c.png)
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GRAPHICS
The motif was simplified to a bold line style which was used throughout the event including designer stands where the designer collections were judged. We produced unique assets for each designer.
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/27bc7761174191.5a662a141fa41.jpg)
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SOCIAL MEDIA
We produced a range of social media assets leading up to the event itself.
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/4ba2ce61174191.5a6760a57ccf4.jpg)
CREDITS
Client
Woolmark LTD
Date
2018
Type
Brand Campaign / Installation / Interactive / Projection
Credits
Campaign Director: Factory Fifteen
Event Production / Design: OBO
Factory Fifteen Team
Creative Director: Paul Nicholls
Producer: Laura Chan
Creative: Benoit Hauviller
Animation: Michael Stark, Anselm von Seherr-Thoss, Paul Nicholls, Benoit Hauviller, Ricardo David
Developer: James Alliban
Graphic Design: Margaretha Andreassen & Ty Lou (Bond)