Puma & Central Saint Martins Unveil Sustainable “Day Zero” Collection.
Putting fashion’s future figureheads at the forefront, Puma recently unveiled its latest collaborative collection with the BA Fashion course at London’s Central Saint Martins which shines a light on sustainability with the “Day Zero” collection.
Inspired by the water shortages in Cape Town, South Africa, where the government had to set a date to turn off the taps; the map of the city appears on certain pieces across the varied range of apparel, footwear and accessories.
Championing the message of the release, most of the collection was produced using environmentally friendly and water sustainable methods where possible.
Developing the sound
E J J I was approached in an early stage to develope the audio concept for the Day Zero campaign. The concept gave us the opportunity to play with the technique of perspective change.
A distopian future is not a very comforting scenario, and it makes sense to accentuate this with sound. On the other hand, if you change the perspective, and do the exact opposite, something more interesting could be manifested.
We focussed with the human aspect. — Humans have adapted, found their strengths again, and created a way to live and breath in their changed reality.
Making this strength felt through sound could contrast in a powerful way, and complement a lot more to the visuals.
'Humans have found their strengths, and created a way to live and breath in their changed reality.'
When developing the sound, we create different variations on the theme.
You can hear in the examples, that we have created soundtracks that tell a story of human strength and resilience. A feminine power. Soft, but relentless. Like a mother protecting her child.
The series of sketches varied from feminine to urban. Puma decided to choose the latter.
- — Feminine Strength Sketch:
- — Silent but deadly sketch: