UK textile company Camira Fabrics are in the process of launching a new sustainable product. Their new fabric for the contract market is made out of hemp fibre.
As part of the launch they hired animator Dan Ojari to create a short stop-motion animation explaining the product. The video emulates the hemp plant growing and forming into something new to represent the ecological sustainability of Hemp and Camira’s use of natural materials in its contract fabrics.
“A fabric of intoxicating natural beauty, Hemp is a heady mix of natures cleverest renewables. A wool and hemp blend of 31 naturally inspired shades with a soft handle, inherent flame retardancy and an exceptional eco story.”
RCA graduate and Sundance Film Festival nominee, Dan Ojari was briefed to create a video which demonstrates the environmental elements of the new Hemp fabric, whilst inspiring viewers to think about the origins and possibilities of hemp. The narrative takes the audience through the fabric production, demonstrating the sustainability of hemp.
Using stop-motion and reverse animation, the video engages them with detail of the yarn and lifecycle of the fabric. Starting and finishing with the hemp plant to represent the ecological sustainability of Hemp and Camira’s use of natural materials in its contract fabrics.
Ian Burn, Marketing Manager at Camira Fabrics said, “As part of the launch of our new Hemp fabric, we wanted to produce visually creative content to represent the natural production of Hemp.”