This shoot took us from the studio, creating sugarcane 'fields' to the glorious Bethel's beach. We shot on a combination of cameras, from Canon 1DX to RED to DJI X7. Then the tricky part of editing it all into a fluid motion. We also created a custom piece of music to accompany the visuals and keep it grounded in the earth and natural feel.

The brief was to show how a shoe is born through only natural materials, so we worked backwards and got creative with how we could show the journey from sugarcane, bark and wool into the fibres and material then ultimately the shoe. All the while putting Allbirds value of people and planet front and centre.