Be A Sweater,
They Said
Be A Sweater,
They Said
Shaking Up The Fashion
Industry With Storytelling
Working on this project was an absolute honor and pleasure since we got to take over the entire video production of a wonderfully prepared campaign back in 2020, during complete worldwide lockdown. Inspired by “Be a Lady They Said”, Cynthia Nixon’s video on toxic masculinity, this project was titled “Be A Sweater They Said”. The main purpose of this video was to shake up the entire fashion industry and shed some light on the animal cruelty and inhumane treatment animals receive behind the scenes for the sake of fashion.
Client
PETA
Year
2020
Services
Video Production
Shaking Up The Fashion
Industry With Storytelling
Working on this project was an absolute honor and pleasure since we got to take over the entire video production of a wonderfully prepared campaign back in 2020, during complete worldwide lockdown. Inspired by “Be a Lady They Said”, Cynthia Nixon’s video on toxic masculinity, this project was titled “Be A Sweater They Said”. The main purpose of this video was to shake up the entire fashion industry and shed some light on the animal cruelty and inhumane treatment animals receive behind the scenes for the sake of fashion.
Client: PETA
Year: 2020
Services : Video Production
- Lisa Lange, Senior Vice President of PETA: narrator
- Production company: New Moment, Skopje
- Director: Srdjan Janicievic
- Producer: Filip Dimitrov
- Line producer: Mihajlo Cvetanov
- Editor: Blagoja Torevski
- Music: Novogradska
- Creative Director/Writer: Christian Carl
- Creative/Art Director: Dushan Drakalski
- Stylist @taraswennen | Makeup @katelingan | Hair @abhairmakeup
Working on this project was an amazing experience and an absolute pleasure. We worked on the video production during very challenging times with countless restrictions due to the COVID-19 pandemic. Yet, we somehow managed to safely recruit over 60 people on the shooting set in Skopje, in an extremely controlled environment while making sure all safety and health measures were properly taken.
With constant communication between the New Moment team in Skopje and the team based in Los Angeles, we created a video we’re all extremely proud of. This video was one of those projects that was not only a professional challenge, but also a personal one, and this precisely motivated us to give it our best.
The client’s satisfaction with it and the incredibly positive feedback we received after the PETA campaign launch during fashion week just confirmed that the excitement these new and thought-provoking campaigns create is truly limitless.
