Textual Analysis

Through the whole video campaign, there is non-diegetic sounds. These are sounds that the actors in the video cannot hear. There is a voiceover, which sounds more like a narrator. The narrator is Kate Tempest, who is a performance poet. In this specific video campaign, you can hear from her voice that she is performing a poem. While she is talking there is a soundtrack that is being played in the background, the soundtrack goes really well with the narrator's voice, as if there is a rhythm going on. 

There is also some diegetic sound, these are sounds which has a source on-screen, for example, in some of he scenes you can hear the ripping of the clothes which are worn by the actors. In the forest scene where there is a girl leaning on the tree, you can hear bird's songs and leaves, these are synchronous; which are sounds that are expected with what is being viewed. This scene is much slower that the other scenes, as if it was done deliberately to show the ethical side of the campaign. 

In the scene where there there is a boy and a girl in a restaurant, there is a smooth tracking shot showing the boy the who has spilled his food on his white t-shirt. There is another smooth tracking shot at the very beginning of the campaign, where there is a girl who is sliding towards the camera, but the camera is also moving to her smoothly. There is also some long-shots and close-ups, the main shots are when there is a girl in the middle of the street wearing a dress that stands out. Then when there is a guy who is wearing the same dress, we are shown a close up of the guy's chest hair.

The video campaign has a lot of mise en scene, such as props. The props that are use in this video are mostly clothes and most of those clothes are taken to clothing factories, so that they can make more clothes out of them. At the very start of the video, there are balloons, this is so that it set the scene of the party. We know that it is a party because there are people dancing, and also because of the balloons on the walls. There are quite a few locations, such as houses, the lake, forest, restaurant, beach and the streets. This video clearly shows the fashion conventions and the ethical conventions of the campaign. Mainly every model shown are people who are the same ages as the target audience, this is so that the target audience can see their age groups recycling their clothes, so they will automatically decide to the same thing as them.