When contacted by the art director at Dune to come up with an idea for a campaign about their new rPet collection, made entirely from recycled material, it was clear to me since the begiinng which was the right way to approach it.

Recycled polyester gives a second life to a material that’s not biodegradable and would oth- erwise end up in landfill or the ocean.
 

Ocean and land: these are our backdrops, the underlying theme, natural elements that are either clearly displayevd or hinted at.
 

This is the thread that runs through the whole campaign
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There’s no greenwashing: the aesthetic is simply Dune.
 

It’s all about design, the features and quality that Dune is known for. Using recycled materials is an added plus that we elegantly ac- knowledge; the subtle, shining, silver lining of the entire campaign, not the main focus.

A sandy beach in winter, the inside of an hotel by the sea, a belvedere.
 

Snippets of life naturalistically caught in the moment which tie in with el- evated still life pictures in the studio, where the quality of the light and the poetic intensity is kept alive, rich in details and playful when it comes to perspectives.
 

The product is always the main focus.

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