Detox Fashion

To highlight the environmental misdemeanours of the fashion industry, Greenpeace has teamed up with creative studio Free Range to produce an anime style video that wags a big green finger at several well-known brands. Detox Fashion is part of a wider Detox campaign and it not only lampoons the marketing approach of fashion's mega-corporations such as Calvin Klein, Esprit, Gap and Victoria's Secret, but makes the more salient point that their manufacturing processes are polluting the environment. Already, Zara has said it will stop sourcing bad textiles.

One of the biggest challenges for a project like this, with a quick turnaround, is in the character design. There were many rounds of revisions as the characters of the textile worker who breaks free, and the evil fashion boss, were drawn and refined. Once the characters were solid, the artists moved on to the final set-ups, and background designs.

"Overall, the team of animators was quite large," continues DeLuna. "We had a very short timeline to complete the animation, and all told, there were over 30 animators who worked on the project to cover various scenes and stages of the process. The primary animation programs used were the cel animation package Retas!Pro, and Adobe After Effects."

There's always careful legal treading when big brands get punched out like this, but that was all down to Greenpeace. The companies pinpointed in the video have featured in Greenpeace investigations into toxic waste by fashion brands and their suppliers. They are seen fairly prominently in the background signage, but DeLuna was careful not to let their appearance interrupt the video's narrative and pace.

The collaboration between Greenpeace and Free Range is fitting. The studio is committed to using storytelling across media for socially responsible causes. Co-founder and CEO Jonah Sachs has written a book on the topic called Story Wars, and Free Range has previously produced The Meatrix - a series of videos about factory farming, and The Story of Stuff which details in simple terms how wasteful western society has become.

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The Creative Bloq team is made up of a group of art and design enthusiasts, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of eight full-time members of staff: Editor Georgia Coggan, Deputy Editor Rosie Hilder, Ecommerce Editor Beren Neale, Senior News Editor Daniel Piper, Editor, Digital Art and 3D Ian Dean, Tech Reviews Editor Erlingur Einarsson, Ecommerce Writer Beth Nicholls and Staff Writer Natalie Fear, as well as a roster of freelancers from around the world. The ImagineFX magazine team also pitch in, ensuring that content from leading digital art publication ImagineFX is represented on Creative Bloq.