Role: Global Senior Art Director at Aesop.
Responsible for campaign concept, setting creative direction, input to strategic vision, led art direction, script, film direction and videography. Served as Creative Lead on this project.

Campaign featured across Aesop digital, print and retail platforms, Hypebeast, Wallpaper, Tatler, Evening Standard, Gentleman’s Journal, Grazia, Hole&Corner, and more.

A timely collaboration, 2020.

Guided by the same uncompromising ethos of commitment to design with integrity at Aesop, RÆBURN is a global leader in responsible fashion, producing durable designs that respect the world’s resources; lending to a natural partnership.

Our collaboration offers a reusable design solution: The Adventurer Roll Up is a response to circumstances during the pandemic and beyond, using pre-consumer recycled cotton; (the limited edition is crafted from surplus 1960s aeronautical navigation maps featuring areas such as the Aral Sea and Borneo facing dramatic climate change, highlighting the need for global awareness and action); these Roll-Ups are designed for easy transportation of essential hand care—assisting users on excursions both grand and humble.

“We are tomorrow’s past.” - Mary Webb

Context
Humankind has shared an innate trait – the desire to explore.  As lockdowns are being lifted, we return to normal life and embark on everyday journeys. 

Current Climate | Opportunity
There is a global movement for social responsibility, we aim to inspire our consumers to adapt to a more sustainable lifestyle, creative solutions gearing towards a more respectful world.

Campaign Concept | Unchartered Territories

As we take those first few tentative steps post-lockdown into unchartered territories of the now, it's about appreciating our daily commutes and our everyday worlds through fresh eyes. We embrace the spirit of adventure in lifestyle and craftsmanship, inspiring habits that entail rediscovery and reuse.

Campaign film launch | The Making Of

Christopher RÆBURN’s commentary takes us on a journey as we celebrate the post-pandemic world of exploration, depicting the creative artisan spirit behind this collaboration. To retain authenticity of city-life, this is the first campaign whereby Aesop products’ are shot on-the-go in the heart of London. Ensuring our production approach marries the ethos of our brand(s) truth, all visual assets were captured locally; as well as adding on a considered curation of recycled still photography from around the world.

How-To Guide |
Creating a Custom Roll Up

Standing true to the philosophy of our collaboration story,
we encourage customers to give a second life to materials.
We created an open-source pattern for the Roll Up so that anyone can make their own. An efficient way to limit one’s environmental footprint is to up-cycle existing possessions, keeping materials in use for as long as possible. For seasoned sewers and aspiring craftspeople alike, the open-source Roll Up pattern allows for the creation of custom designs storing essentials with a personal choice of repurposed fabric. We created a step-by-step tutorial guide and provided consumers a free, open-source pattern available on aesop.com Download here.
We shared this across our digital platforms such as IGTV, inviting consumers to tag #AesopAndRaeburn and share their creations.

Retail Visual Merchandise

Continuing the spirit of up-cycling across all our touchpoints, we reused parachutes from RÆBURN’s design lab, featured across our retail stores across the globe from Tokyo to New York.

Collaboration with Creators

To amplify other responsible creators and designers around the world, we invite them to share their experience of creating their unique versions of the Adventurer Roll Up across Aesop’s digital platforms.

Retail Pop-Up Experience

In partnership with local tailors, our Hong Kong and Taiwan teams featured an up cycling retail experience, creating Roll-Ups for consumers by reusing our Aesop canvas bags.