Holloway Eyewear: Reinvent

TV and online video developed for Australian sunglass and watch brand, Holloway Eyewear. The brief was to create a video that reflected the core philosophy of the brand and the methods used to create their product. The key point of difference for their sunglasses was the choice of material. The frames were machined and crafted from the wood of old, discarded skateboard decks that gave each pair a unique style and finish. Browsing through their studio, it was evident that everything they created came from recycled materials, a key aspect to how they operated as a business. This triggered the idea for our video - ‘Reinvent’. Celebrate the ability to recycle and reuse. Reinvention highlights the ingenuity and creativity required to take something discarded and transform into something new. But to do this we needed to find something that everyone could relate too. The idea was a Billy Cart race. In our youth we’ve all constructed some form of billy cart out of old wood and bicycle parts, each taking on a unique form depending on the available materials. As part of the production we approached a number of groups and friends of the Holloway team to create and build a series of billy carts using whatever they could find, and arranged a race day as the central focus of the video. As part of the piece we filmed a number of scenes showing the teams hunting for materials and constructing their carts. Throughout the video we see team players and spectators wearing Holloway sunglasses. The result was a fun and optimistic view on life, showcasing the creativity of people and what makes Holloway Eyewear a brand with substance.