New short film The Innovator: a new character, a fun message for a new generation of wool lovers

A new short film has been created to sell wool’s many messages of timelessness and versatility for a new generation.

The Innovator is a light-hearted animated video from The Woolmark Company that takes the viewer through the ages, offering a new perspective on how wool has played a crucial role in mankind’s evolution from the cave to the gym.

With no spoken word, this educational clip will be used across the world in many different markets, to educate children and consumers alike about how wool naturally keeps you cool in summer and warm in winter, can be worn for active and leisurewear and has endless opportunities for the creative mind.

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The film’s namesake character travels through the Stone Ages, Bedouin Era and 17th Century with Shera the sheep, before arriving in present day. Along the way he is challenged with different dilemmas and wardrobe problems but resolves them all by using wool.

“A quirky, effective and highly visual film, The Innovator warms the heart and aims to remind the audience of wool’s versatility and educate on the benefits of the natural fibre,” says The Woolmark Company managing director Stuart McCullough.

The Woolmark Company has an increasing focus on education and The Innovator will be used within existing programs such as Wool4School. More than 12,000 Australian secondary students have registered for the program this year alone and will be looking for inspiration for their designs. With more than a dozen Woolmark offices around the world, all working with retailers, brands and designers, The Innovator is sure to be well watched and enjoyed for years to come. Since its posting, the short video has generated over half a million views across various social media channels.

The film begs the question: who is the real innovator: is it man who has found a use for wool, or is wool the hero as it gets better over time with its natural properties?

The Woolmark Company worked with the newly formed Sydney studio of Buck to develop and produce The Innovator.

“The film was crafted over a period of 6 months and evolved during this time,” says Buck creative director Gareth O’Brien. “A satisfying final step was adding the soundtrack crafted by our New York-based friends at Antfood. Overall we couldn’t be prouder of the final film.”

Helping to highlight the natural benefits of wool, including next-to-skin softness and comfort, odour resistance, warmth without weight and moisture management are 13 characters appearing in the film and a total of 30 outfits.

Adds O’Brien: “Each of the 13 characters was personalised with their own features, with costumes created from textural fabrics and accessories to make them unique and fitting to their time-period. In addition to the family of characters, our other priority was to ensure that Shera’s fleece and the Innovator’s woollen garments always looks tactile, soft and inviting. From a storytelling point of view, animation provides limitless options; how else could you get a sheep to dance like that?”

woolmark.com

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