Wool Origins. An Industrial Story with a Cinematic Approach.
Xinao commissioned Wool Origins as a long-term narrative asset, giving the company a distinctive way to present its wool across brand communication, exhibitions and international events.
Technical information could explain the material’s properties. The film had another role: to make its origins and the work behind it compelling to watch, giving Xinao a story that could accompany the presentation of its yarns.
The camera followed wool from Australian landscapes into production in Tongxiang. The material connected these settings, keeping its transformation at the centre of the story.
Inside the factory, machinery parts were filmed as sculptural forms, alongside the texture of fibres and the rhythm of repeated movements. Black and white revealed details that could easily pass unnoticed. Longer takes allowed the industrial footage to hold the same attention as the landscapes.
At W Hotel Shanghai, the film was shown across 168 metres of LED surfaces. Its use extended beyond a conventional screening: the material story became part of the environment in which Xinao welcomed its guests.
In Florence, it accompanied the company’s dedicated presentation during Pitti Filati. Alongside the collections and commercial conversations, the film brought the origins and production of wool into Xinao’s introduction to an international industry audience.
These presentations gave the project a role beyond a single launch. The same film could support an immersive event in Shanghai and a collection presentation in Florence, carrying a consistent image of Xinao’s wool between them.
The result was a brand film with a purpose beyond documenting facilities. Xinao could draw on the visual richness of its own material and production to shape how it presented itself, with a cinematic language conceived to remain useful beyond one exhibition or season.
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