Direction &
CGI
MCM
2022
Services
Direction
CGI
Product Film
Commisioned by MCM to create an animation work, that explored the heritage of MCM, through their iconic rucksack design.
Exploring British contempoary culture, a 3D scanned MCM rucksack placed amongst a nostalgically British forest scene, follows the rucksack at dusk as it mutates into a dub-speaker at night. Come the rise of the sun, it morphs back into a rucksack. This short video pulls upon seductive notions of rave culture, allowing for the leakage of fashion, music and art to culminate in British wilderness.