Everything About This Ad, From the Film to the Audio, Is 100% Recycled

And so, of course, is the product: the 'Trash Tee'

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A charming (if mildly disjointed) new commercial from a Los Angeles-based ethical clothing company takes an old adage—”the medium is the message”—to a new level.

The brand, Everybody.World, has a staple product called the “Trash Tee,” a 100 percent recycled cotton T-shirt, made from meticulously processed waste fibers.

After meeting the company’s co-founders—Iris Alonzo and Carolina Crespo, both alumni of American Apparel—director Anton du Preez decided to make an ad that was also 100 percent recycled.

They shot new footage on vintage Kodak film, so it would match with 14-year-old stock footage, deftly cut together by Winnie Cheung, an editor at production company Picture Farm.

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