Case Study

The brand hiding in your wardrobe

behind the scenes fashion shoot for global brand

Client Challenge

Tencel are the world’s leading sustainable fibres creator and the secret ingredient to most of your favourite brands. But you’ve never heard of them. And that’s what we had to change.





We created the ‘X’ campaign to symbolise the collaboration between Tencel and their world famous fashion partners, as well as to drive awareness and credibility for the brand.

 By leveraging the notoriety of these leading labels, we could unveil Tencel as the facilitator of sustainable fashion on a global scale.

We designed a unique and adaptable guideline for Tencel, so that they could simply interchange the brands as and when required.


Creative proposition for Tencel



The campaign was executed across 7 international markets from China to Europe, and utilised social and print advertising, as well as a custom motion content video, to tell the story of the fibres’ journey from forest to fashion.


  • Tencel x Guess advert
  • Tencel Chinese ad
  • Tencel Turkish advert
  • Tencel fibers
  • Tencel turkish advert 2


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