Crafted with Conscience.
High quality, low impact.
Connecting the 4th & Reckless brand with the values and lifestyle if eco conscious consumers. Fourth Sport is a refined activewear concept with sustainability and accountability at its core, so they needed a launch campaign that placed their brand at the centre of the environmental conversation.
Considered collection.
With an industry saturated with fast fashion brands producing cheap, disposable products, our concept needed to be in stark contrast to this and reflect the longevity that Fourth Sport products promote. They provided a clear call to action through a considered and reflective voice over script and requested that piece be set in nature. So we got to work…
What we can’t give back we reuse.
A two pronged approach was developed that would showcase both the products and brand ethos, as well as their manufacturing methods from first sketch to final stitch. Alongside the fashion focussed brand film we created a behind the scenes mini-documentary that demonstrates how considered their collection really is. We wanted a location that had the diverse natural backdrops we wanted to showcase, while remaining local enough to keep our CF as small as possible. The Welsh coastal region of Morfa Bychan turned out to be the perfect spot. With beaches, forests, mountains and lakes as our playground we were spoiled for choice. All we took were pictures, all we left were footprints.
