Blue Lenz Awards: How Candiani Illustrated its Coreva Technology
This year, TENCEL™ held our first Blue Lenz Denim Video Awards during Bluezone, celebrating the best of the best from our Blue Lenz YouTube channel.
Denim manufacturer Candiani was one of the winners, receiving the Best Animation award for a video on its circular Coreva technology. Coreva uses plant-based, natural rubber to replace synthetic stretch materials, cutting out plastic and enabling biodegradability. The video animates the manufacturing of the plant-based yarn, bringing the innovation to life for the viewer.
Here, Candiani’s global marketing director Simon Giuliani discusses the making of the short film.
Carved in Blue: What was the concept or inspiration behind your winning film?
Simon: The goal was to visualize in 30 seconds the circular model “from nature to jeans and back to nature” offered by the Coreva technology.
Carved in Blue: Why did you feel it was important to explore this topic?
Simon: The Coreva technology allows to give stretch jeans back to nature at their end of life, resulting in a positive impact on the environment.
It is the most significant innovation in Candiani’s history, and we felt the urge to explain it in the easiest way possible in order to ensure that its value for the evolution of the industry is perceived accordingly.
Carved in Blue: How did this content come together?
Simon: We had the chance to work with a very talented, young company that specializes in 3-D modeling.
Being “denim nerds,” we take the knowledge about denim production for granted and often forget that who lives outside our “blue bubble” doesn’t understand what we’re talking about. Therefore, the hardest part was to initiate the team to the principles of denim production in order to enable them to imagine and conceive the storyline of the video.
Carved in Blue: What was the most challenging part of creating this video?
Simon: The most challenging part of the video was to visualize the extraction of natural rubber from the tree and its conversion into a yarn. While everyone recognizes a cotton ball at first sight, not everyone knows how natural rubber is produced and that it is obtained from a tree. So we had to redesign the storyboard many times until we finally found the right sequence that makes the yarn generation dynamic understandable.
Carved in Blue: Why is video such a powerful medium for denim storytelling?
Simon: Only the use of 3-D modeling could allow us to produce a powerful video that merges emotion with technicality in a short 30-second time frame.
The shortness of the video resonates with today’s attention span, making this a very efficient and immediate educational tool for the B2B and B2C consumer.