The assignment was to create an out-of-the-box commercial video of any charity of our choosing that would completely immerse the viewer in the beginning of the video but would do a 180º storyline change at the climax.

The approach was to capture the viewer's attention first with a classic "Behind The Brand" video look about MaxMara, fully immersive using footage and Italian VoiceOver and then at the critical point reveal that the footage they have been looking at in B&W are actually from the brand's sweatshops in Italy driving home the point that just because something is expensive doesn't mean it was constructed fairly.

Make the consumer think twice before investing their money into their favorite brands and especially try to tackle the huge rise of luxury clothing spending which more often than not, consumers believe that the garments they purchased were sewn in luxury conditions but most times that is not true.