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Woolmark “Wear Wool Not Fossil Fuel” 2023

Woolmark “Wear Wool Not Fossil Fuel” (2023) is a Woolmark commercial directed by Jorik Dozy for 20(SOMETHING), produced by Park Village Productions. It won one award: Creative Circle 2023 Bronze COLOUR GRADING - Best Colour Grading (single).

This ad contrasts the environmental impact of synthetic clothing, made from fossil fuels, with the natural, sustainable benefits of Merino wool, urging consumers to choose wool for a healthier planet.

Video: Woolmark on YouTube

Shot by shot

  1. A woman covered in black oil emerges from dark water, with two other figures in the background, under a cloudy sky at dusk.© Woolmark0:00
  2. An infinity pool in a mountainous landscape at dusk, with dark liquid dripping into it, creating ripples.© Woolmark0:01
  3. Two figures covered in black oil struggle to pull themselves out of an oil-filled pool, with a third figure submerged, against a dramatic sky.© Woolmark0:06
  4. An Olympic-sized pool of oil sits on a grassy hill overlooking misty mountains at dusk, with two figures standing by the pool.© Woolmark0:07
  5. A woman covered in black goo sheds her outer layer to reveal clean clothes, standing in a desolate, cloudy landscape with a diving board structure.© Woolmark0:11
  6. A man with a beard stands on a path in a lush, green forest, looking contemplative as sunlight streams through the trees.© Woolmark0:13
  7. A young woman with long red hair, wearing a brown, white, and black striped top, walks through a grassy mountain landscape.© Woolmark0:16
  8. A woman with red hair and blue eyes looks up, then down, then up again, in a forest.© Woolmark0:18
  9. A wide, blurry shot of a green, rocky hillside with trees and valleys in the background, with text overlayed.© Woolmark0:19
  10. A woman with dark curly hair stands on a rock in a shallow river, looking towards the bright setting sun, in a wide shot.© Woolmark0:21
  11. A person in a white ribbed sweater with a zipper is seen from the chest up, with their hand gently touching their arm.© Woolmark0:22
  12. A young Black woman with curly hair, wearing a green turtleneck and white sweater, stands with her eyes closed by a body of water at golden hour.© Woolmark0:25

Stills © Woolmark. Made by 20(SOMETHING), Park Village Productions and Jorik Dozy.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Contrast the dirty, polluting world of synthetics with the clean, natural world of wool.

Tagline: “Wear Wool, Not Fossil Fuel”

dystopian landscapetransformation sequencenature's beautycall to actioncontrast imagery

The cut

Length
30 s
Shots
20
Average shot
1.5 s

What creatives use Woolmark “Wear Wool Not Fossil Fuel” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Woolmark “Wear Wool Not Fossil Fuel”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A woman covered in black oil emerges from dark water, with two other figures in the background, under a cloudy sky at dusk.© WoolmarkAn infinity pool in a mountainous landscape at dusk, with dark liquid dripping into it, creating ripples.© WoolmarkTwo figures covered in black oil struggle to pull themselves out of an oil-filled pool, with a third figure submerged, against a dramatic sky.© WoolmarkAn Olympic-sized pool of oil sits on a grassy hill overlooking misty mountains at dusk, with two figures standing by the pool.© Woolmark
    Frames from Woolmark “Wear Wool Not Fossil Fuel”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Woolmark “Wear Wool Not Fossil Fuel” in order, with its length, framing and what happens in it.

    A woman covered in black oil emerges from dark water, with two other figures in the background, under a cloudy sky at dusk.© WoolmarkAn infinity pool in a mountainous landscape at dusk, with dark liquid dripping into it, creating ripples.© WoolmarkTwo figures covered in black oil struggle to pull themselves out of an oil-filled pool, with a third figure submerged, against a dramatic sky.© WoolmarkAn Olympic-sized pool of oil sits on a grassy hill overlooking misty mountains at dusk, with two figures standing by the pool.© WoolmarkA woman covered in black goo sheds her outer layer to reveal clean clothes, standing in a desolate, cloudy landscape with a diving board structure.© WoolmarkA man with a beard stands on a path in a lush, green forest, looking contemplative as sunlight streams through the trees.© Woolmark
    Length: 30 s · Shots: 20 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a transformation sequence

    Before you present an idea, you need to know who has done it, and how.

    Woolmark “Wear Wool Not Fossil Fuel” is built on a transformation sequence. Search the library by idea to see every spot that uses it.

    Shiseido make up “The Party Bus”© Shiseido make upAqualtis Washing Machine “Underwater World”© Aqualtis Washing MachineHonda “Grrr”© HondaKaiser Permanente “Moving All To One”© Kaiser Permanente
    Shiseido make up · Aqualtis Washing Machine · Honda · Kaiser Permanente

More commercials by Jorik Dozy

  • WaterBear "Broken Wings" (2023) commercial still© WaterBearWaterBear “Broken Wings” 2023Dir. Jorik Dozy

More from 20(SOMETHING)

Award-winning public service & ngo commercials

Questions

Who directed the Woolmark “Wear Wool Not Fossil Fuel” commercial?

Jorik Dozy directed it, produced by Park Village Productions, for the agency 20(SOMETHING).

Which agency made Woolmark “Wear Wool Not Fossil Fuel”?

20(SOMETHING) created it for Woolmark (2023).

What awards did Woolmark “Wear Wool Not Fossil Fuel” win?

1 awards, including Creative Circle 2023 Bronze COLOUR GRADING - Best Colour Grading (single).

What is the tagline of Woolmark “Wear Wool Not Fossil Fuel”?

“Wear Wool, Not Fossil Fuel”

Sources for the credits and awards

web.archive.org