Description:

Moral Fabric
Climate Change is the most significant threat mankind has ever faced. Sea levels are rising, weather patterns are changing, food production is threatened and precious ecosystems are dying. The impacts are global, devastating, and occurring at an accelerating scale.
Consumer demand, and not corporate policy, is the primary driver for sustainability. With Millennials and Generation Z becoming the most
influential spending groups, the demand for corporate transparency and sustainability is increasing.
Millennials now make up a quarter of the global population and are the largest demographic in the workforce. With increased spending power and access to digital technologies, consumer habits are changing with pressure being applied to companies to become more sustainable in order to stay competitive. Digital technologies have given Millennials a public platform to actively comment on sustainability issues creating rapid social outreach and awareness.
And yet, with the threat of irreversible climate change ever increasing, this demographic still has a fundamental and harmful unawareness about one of the most ecologically devastating industries in the world; fashion.
The fashion industry is the second largest polluter in the world.
93 billion cubic metres of water is used annually, enough to meet the needs of 5 million people. Half a million tons of microfibre is dumped into
the ocean every year. The carbon emissions created in the production and manufacturing of textiles is responsible for more than all international flights and maritime shipping combined. 20% of industrial water pollution
comes from textile treatment and dyes and more than 70 million trees are cut down annually to make our clothes.
The fashion industry is a $1.3 trillion industry and has doubled in 15 years and is projected to triple by the year 2050. Half of fast fashion produced is
disposed of within a year. Every single one of these facts should give the conscious consumer pause.
“Moral Fabric” is a motion graphics poster series seeking to expand the understanding of what is possible when trying to communicate information that is so devastating, so hopeless, that a viewer’s reaction is almost always to ignore it.
As designers, we endeavour to use design to make information penetrate societal and cultural walls, and break the mental barriers that people erect to shield their world view. As such,
presenting data that makes a viewer
consider quantities in the billions, or time spans of millenia, produces little effect on its own. This is not just due to the massive scale of the information being conveyed; viewers’ resistance to this data compounds yearly as social media and information overload only worsens.

A novel approach to designing moving posters is proposed, where the aesthetic and artistic qualities are favoured. The viewer considers the
piece, absorbs it as a work of art first, and is subliminally disarmed; with their defences lowered, the meaning of the data can get through.