Change is limited only by imagination … Harun GÜLER c/o WILDFOX RUNNING directed for the MYKITA x EASTMAN cooperation. Driven by more than 100 years of continuous innovation, Eastman is a global specialty materials company.
The spot advertises the innovative and resource-saving material Acetate Renew : “Cellulose acetate tow is a bio-based cellulosic fiber that is biodegradable in soil and under industrial and home composting conditions. Eastman Estron™ acetate tow is derived from wood pulp, a renewable resource from trees grown in responsibly managed forests and produced in a nearly closed-loop process where waste is either recycled, reused or sold.”
For all Acetate eyewear, MYKITA uses the sustainable material Acetate Renew. MYKITA was the first company in the eyewear industry to switch entirely to using only the sustainable Acetate Renew by Eastman for production. The high-quality material is no different from conventional acetate in terms of appearance and function. The material enables the production of eyewear with up to one third less carbon footprint compared to conventional manufacturing processes.
GoSee : mykita.com & wildfoxrunning.com
CREDITS
Director Harun Güler c/o WILDFOX RUNNING
DOP Leander Ott
Client Xenia Glutz von Blotzheim & Karola Booß for MYKITA
Production Stink Films
Editing Harun Güler, Benedikt Strick
Sound Design Nikolaus Kuczewski
Music Next of Din (Nora Walchshofer & Rafael Walchshofer)
Hair & Makeup Gabrielle Theurer c/o basics berlin
