PEMY
Sustainable Fashion in Motion
PROJECT TYPE
Campaign / Fashion Film
FORMAT
SS23 & FW23 video campaigns
TIMELINE
2023
ROLE
Director of Photography / Filmmaker
DISCIPLINES
Film Direction, Fashion, Sustainability
CHALLENGE
PEMY, a sustainable fashion label, needed dynamic campaigns for SS23 and FW23. The challenge was to tell a story where sustainability feels inherent and aspirational—part of the brand’s DNA rather than a marketing angle. The campaigns had to capture both the brand’s ethos and its aesthetic, avoiding the overused visual tropes of “green fashion” while positioning PEMY as modern, stylish, and culturally relevant.
IDEA
Two seasonal video campaigns—would translate the textures, movements, and philosophies of PEMY’s clothing into immersive, narrative-driven shots. Sustainability wasn’t a tagline; it was embedded in the mood and visual language.
EXECUTION
Directed and shot full video campaigns for both collections.
Focused on movement, light, and environment to highlight sustainable craftsmanship.
Edited films for use across social media, digital campaigns, and brand platforms.
IMPACT
Strengthened PEMY’s storytelling.
Introduced the new collections to both old and new customers.
Helped align the brand’s identity with cultural conversations around sustainability.
Expanded the reach of sustainable fashion narratives through film.
CULTURAL RESONANCE
Sustainability inhaled — fashion exhaled.
These films helped PEMY step into fashion culture without relying on tired “eco” aesthetics. Instead of preaching sustainability, the campaigns wove it seamlessly into mood, movement, and texture — making it aspirational rather than moralistic. The work gave the brand a stronger voice in fashion press and digital culture, showing that responsibility can be communicated in a way that feels fresh and desirable.