Fashion is expression,
not obligation.

A one-minute motion graphics piece on fast fashion and overconsumption. It opens on an endless checkout cart and builds to a stark figure: 11.1 million tons of clothing discarded each year. It then reframes the fix as personal: buy less, follow the herd less, and treat what you wear as self-expression rather than an obligation to fit in.

RoleMotion Design TeamTeam of 4 TypeKinetic Typography · Motion Graphics Timeline2023 ToolsFigma · After Effects

Overview

A statistic, set in motion.

Designed in Figma and animated in After Effects, the piece uses kinetic typography and flat illustration to trace a familiar loop — buy, discard, repeat. It opens on an endless checkout cart, then names the driver: herd mentality and fast-fashion trends fuelling impulse purchases we don't need.

11.1M tons

of clothing thrown away every year

The cost is environmental, across both production and disposal — fast fashion emits more carbon per minute than a car driven around the world six times over. The restrained olive-and-cream palette keeps the tone thoughtful rather than preachy, landing where change is actually possible: buy less, follow the crowd less, and be you.

Visual System

Built from a flat illustration kit.

Every scene is assembled from a small set of flat, hand-built components — a checkout button, a wardrobe of clothing icons, a scale, a globe, a line of cars, and one very unbothered sheep — all drawn from a single muted olive-and-sage palette.

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