Singapore – Machineast has developed an audio-visual project for Uniqlo Singapore focusing on the brand’s AIRism fibre.
The approach was created as part of SingaPlural 2017, an annual design festival held in Singapore. The theme for the festival was Stories: A New Perspective.
Machineast’s film deconstructed the innovative attributes of AIRism and presented them in a visual art form. Five attributes are explored – Heat Release, Smooth Texture, Cool to the Touch, Breathable and Stretch Comfort – and each is given a visual identity, which the viewer is invited to find in a soothing film dedicated to each attribute.
‘There are five mini-visual treats which we wanted to let the audience observe, and try to see if they could find the specific objects in each piece,’ explains a statement from Machineast.