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15 May 2020

The future's white.

by Syd Briscoe


Vanish: “Love Your Whites For Longer” - 35s

Fast fashion is on a, ahem, rapid decline as Covid-19 halts production and consumers become increasingly aware of the environmental costs. Vanish join the sustainability movement with this generation-hopping commercial, which charts the journey of one dress from the free love Seventies all the way to the present day.

Like 2018’s ‘Love for Longer’ ad, the brand eschew pink sets and chirpy spokespeople for a more grounded, evocative outcome. Director Matt Rhodes executes some deft transition shots as he creates a fluid piece of nostalgia, which suggests the brand are in it for the long haul if customers are too.


Film Production: Papaya Films Ⓟ Ⓦ
Director: Matt Rhodes
Producer: Rupert Graves
Prod Company's Agent: Lemonade Reps Ⓟ Ⓦ
Cinematographer: Luke Scott Ⓦ (Vision Ⓟ Ⓦ)
Editor: Russell Oxenden
Post Production: Jenna le Noury @ Absolute Post Ⓟ Ⓦ
VFX: David Smith / Ameen Abbas @ Absolute Post Ⓟ Ⓦ
Colourist: Matt Turner
Flame: Ben Robards
Nuke: Lucas Warren
3D VFX: James Coore
Voiceover: Annie Hulley

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