Natanael Ericsson and Naive “Break The Pattern

” for Electrolux

Augmented by VFX from Stockholm studio Naive, director Natanael Ericsson’s new spot for Swedish home appliance brand Electrolux makes a powerful case for consumers to ‘break the pattern’ and reduce clothing waste.

 
Client: Electrolux

Fashion: Rave Review

Designer: Livia Schück, Josephine Bergqvist
Agency: Forsman & Bodenfors
Client Director: Patrick O´Neil
Designer: Milly Björkman
Copywriter: Nicholas Düfke
Art Director: Joakim Blondell, Johan Eghammer
Producer: Åsa Hammar
Writer: Elisabeth Christensen
Production: Newland
Director: Natanael Ericsson
DoP: Niklas Johansson, XO MGMT
Executive Producer: Petra Johansson
Producer: Joi Persson

Nicholas Düfke, creative at Forsman & Bodenfors: “When talking about clothes and sustainability, the focus easily falls on the actual production of a garment. But few talk about the significance of making the clothes we already own last as long as possible. This is where Electrolux can play an important role, and that is what we want to highlight with this campaign.”
 

Produced thru agency Forsman & Bodenfors, the work is based on a collaboration between Electrolux and Swedish fashion design duo Rave Review whose collections are made exclusively from deadstock fabrics and second-hand clothes.
Sound: Calle Buddee Roos @ Ponytail
Posted on Friday, September 9, 2022
VFX: Naive
Edit/post: Tint
Grade: Oskar Larsson
Editor: Evelina Åström