Young Skater Heads Out in Scenic Stunner for The Fableists
The Fableists, a sustainable children's clothing line founded by Matt Cooper and London agency Brothers and Sisters, has unveiled the first of a series of brand films.
The film, a collaboration between Brothers and Sisters, Great Guns, Jungle and D&AD nominated director Olivier Venturini, features Finn, a fearless young London boy escaping to an urban jungle on his skateboard. The two-minute brand film is the first in an unprecedented, ambitious series of films documenting extraordinary kids around the world - kids with a gift, kids with drive, kids with ambition, kids who have overcome adversity. Other collaborators included the cutting edge visual effects company Electric Theatre Collective and the Edinburgh based psychedelic rock band Delta Mainline.
“The film is a childhood fantasy and a melting pot of the UK’s foremost talent. The joint venture reflects how innovative, entrepreneurial agencies are prepared to invest in brands, not just work for them, allowing all involved to learn as a brand owner, not just supplier. An experience that can only enrich all involved,” said Matt Cooper, founder of The Fableists.
“This is a unique collaboration between top London creative talent from advertising, film and design coming together to launch a new sustainable brand. This is the first of many collaborations for Brothers and Sisters," added Andy Fowler, Founder and ECD of Brothers and Sisters.
Great Guns director Venturini has directed spots including the D&AD nominated 'Dressed to Kill' for Wallis, Adidas, Playstation, BBC, Coca Cola, Cartier, BMW and many others.
He said: "Matt and Andy wanted something that reflected the positivity, yet rebellious stance of the brand. It was a very pleasurable process throughout, sitting down with top players, with none of the politics I am accustomed to. The idea of portraying kids embodying the brand’s core values came in the early stages and stuck. Matt and Andy were keen to film the first one of these ads in London where the brand was born. We were straight away impressed by Finn's skills and attitude, he’s incredibly brave and sweet, and he loves to break the rules. He is also enormously driven. A great first Fableist."
The ad goes live this week. The children’s brand is a mix of timeless, unisex and ultra-stylish clothes, built to last with solid ethical roots all made for a new generation of clued up consumers who want to buy differently. The label represents a move away from mass-produced fashion manufactured under sinister conditions and laden with chemicals.
“Like so many people, we were concerned with the growing throw-away fashion trend that led to such tragedies as the Rana Plaza collapse last spring,” says Cooper. “When we searched for great looking clothes whose provenance we could trace for our own kids, we couldn’t find what we were after. We created The Fableists to meet our own needs and those of our friends and colleagues in the creative industries.”
Venturini concludes: “The Fableists are a label with a vision, I’m thrilled to be a part of the collaboration.”
Project name: The Fableists 'Finn'
Client: (name and job title of client): Matt Cooper, founder
Brief (in one line): Driving awareness of The Fableists as a better choice of kids clothing, because kids shouldn't make clothes for kids.
Creative agency: Brothers and Sisters
Creative Director: Andy Fowler
Copywriter: Josh Pearce
Art director: Jack Kerruish
Production company: Great Guns
Director: Olivier Venturini
Editor: James Demetriou
Post-production: Electric Theatre Collective
Soundtrack composer: Delta Mainline
Audio post-production: Jungle Studios
Exposure: Online film
Category: Clothing/fashion , Day/night wear
Genre: People , Scenic