Two women wearing tan outdoor jackets from the Swedish brand Weekday and black sunglasses in front of snowy mountain terrain.

Made in 2020

ART DIRECTION, STYLING & MOTION DESIGN

During a Motion Design class at Berghs School of Communication, the clothing brand Weekday presented the brief: “Create a video to increase Weekdays brand awareness and inform about our sustainability work”.

We found it eerily easy for a brand to say that they are 100% sustainable, even though they might only check a few boxes. But not being 100% sustainable does not equal being 100% unsustainable, and we knew Weekday took some important steps in their environmental work.

So, we decided to make a statement with our concept “We’re not sustainable – we’re responsible”.

In collaboration with: Emma Kjellin, Olivia Reichardt, Karin Palmgren

WEEKDAY

Poster promoting sustainability with a woman wearing sunglasses and headphones against a rocky background. The message emphasizes responsibility over sustainability.
Fashion models in beige winter jackets from the Swedish brand Weekday with sunglasses and headphones standing in front of a snowy mountain landscape.
A collage of 12 images of a blonde woman wearing black sunglasses and headphones, dressed in a beige high-collared jacket, with black background
Sustainable marketing poster with a background of snow-covered mountain peaks and a woman wearing sunglasses and headphones in the foreground.