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The online tailoring service that gives disabled people fashion options

People who are physically challenged because of disability or illness cannot always choose the clothes they want to wear. Teppei Maeda, CEO & Founder of Co-Wardrobe Inc was working for fashion retailer UNIQLO when he had the idea for Easy to Wear, Just for You, an online service designed to adjust any clothes to specific body conditions. Chieko Yamamoto, Founder of General Incorporated Association ReFREL, came onboard to make the project a reality, engaging a community of tailors and care-givers. Kiyasuku was awarded a Future Impact Pencil as the world’s first online portal offering this valuable service.

Yamamoto explains that working hand in hand with caregivers was key to the success of Kiyasuku. The majority of the network of tailors are parents and understand the exact nature of the disability they are catering for. This gives them an important degree of empathy with wearers as well as a specialism in adjusting the clothes. The impact on users is transformative. Maeda describes how users feel connected to recent trends, as they take pride in their outfits and have the confidence to get more involved in their community.

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Is that for real? How Pharrell’s Cash In Cash Out music video had audiences wondering how they did it

The VFX team behind Cash In Cash Out didn’t want anyone to be able to tell whether the video was shot for real or composited with CG. When the video dropped, comments sections were full of people scratching their heads and theorising on exactly this. A collaboration between DIVISION and Electric Theatre Collective, the music video for Cash In Cash Out for Pharrell Williams took home a staggering ten D&AD Pencils, including one of the two Black Pencils awarded this year. To delve into the craft behind this video, Greg McKneally, Co-Head of CG, and Iain Murray, Co-Head of 2D from Electric Theatre Collective join us in an interview with Jules de Chateleux, Co-founder and Executive Producer and François Rousselet, Director at DIVISION.

The team were clear from the outset that the video needed to feel real and so at each stage they asked themselves, “If we were to shoot this, how would we do it?” The rotating zoetrope platform is therefore based around real, physical rules. Subtle kinks were even added to give the impression of real filming, such as flickering light sources, flares, fingerprints, marks and scratches on the figures. The music video is also shot like a physical object, not taking advantage of the CG process to play with impossible camera angles. Instead, the video employs fixed, dolly and crane shots to blend the limits between real and unreal. McKneally explains that Cash In Cash Out represents, “the quality of creative execution you can have when creatives, directors and producers are given that bit of extra time.” Chateleux chimes in with agreement, stating the key to success here was, “trust and time”.