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Creative

Fashion Brand Ahluwalia Teams up with Microsoft to Urge People to Donate Garments

Samona Olanipekun directs spot launching new digital platform 'Circulate'

Fashion Brand Ahluwalia Teams up with Microsoft to Urge People to Donate Garments

Director Samona Olanipekun's latest work is for the new collaboration between London-based fashion brand Ahluwalia and software giant's Microsoft. Together they have come up with ‘Circulate’ a new digital platform designed to crowdsource clothing from local communities. Users will be able to upload images of garments they’d like to donate and Microsoft’s Computer Vision API analyses and sorts it into a database.

Priya Ahluwalia grew up with heirlooms and hand-me-downs from her Nigerian and Indian families and wants to bring that personal touch back into modern clothing.

Samona comments: "For me I really wanted the story to reflect the product. The Circulate app is something that really resonates with what Ahluwalia is about and where the brand is from. I always love working with Priya (Ahluwalia), there's a lot of trust and I think we have a great working relationship. I hope the film can help in the discussion and drive for a more sustainable fashion industry."

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Credits

DIRECTOR: SAMONA OLANIPEKUN

DIRECTOR’S AGENT: THE VISIONARIES

CREATIVE DIRECTOR: AHLUWALIA

EP / PRODUCER: GEORGE TELFER

DOP: JAIME ACKROYD

EDITOR: JOSEPH TAYLOR

PRODUCTION DESIGNER: JADE ADEYEMI

STYLIST: REBECCA PERLMATUR

CASTING DIRECTOR: ROAD CASTING / CORALIE ROSE

COMPOSER: AKIRA WOODGRAIN

COLOURIST: TIM SMITH

CAST: DADA ASHI, OWEN EDOBOR , LAURYN ANDREA

PRODUCTION MANAGER: CHLOE SLATTERY

PRODUCTION ASSISTANT: AYO ALLI

1ST AD: AKAY DELANO

2ND AD: BRADLEY BOORMAN

RUNNER: JAMES BARNHAM

FOCUS PULLER: ANIL DURU

CLAPPER LOADER: ESTHER EDUSI

CAMERA TRAINEE: ARLA ALBERTINE

STEADICAM: GARY KENT @karygent

DATA WRANGLER: EMEKA MOLUKWA

GAFFER: VINI CURTIS

ELECTRICIANS: JORGE HIGGINS @jorge_higgins & ROSS BACKENALLER

SOUND RECORDIST: LUKE DAVID HARRIS

KIT: ONESTOP / GREENKIT

MAKE UP DESIGNER: JOEY CHOY

HAIR STYLIST: DANIELLE IGOR

ART DEPT ASSISTANTS: RITA ADE @ritz_da_builder, SASA THOMPSON

STYLIST ASSISTANT: ROSIE BORGERHORFF-MULDER

COLOUR PRODUCER: THEA DAGNAUD

COLOUR HOUSE: CHEAT

SOUND DESIGNER, ADR & MIX: KASPAR BROYD

SOUND STUDIO: STRING & TINS

ONLINE EDITOR: NATALYA HOLLEY

ONLINE: AGILE STUDIO

ANIMATOR: ALBERTO FALCONE

PHOTOGRAPHER: OLLIE ADEGBOYE

Category: Clothing and Fashion , Day Wear

Genre: Storytelling