BBC Mediaarc has completed a 60-second movie for the Northern Ireland Textiles and Apparel Association and the Irish Clothing and Textiles Alliance to promote their wares in a new fashion.

A Belfast-based team rose to the challenge and produced a high-impact immersive piece for delivery on a range of platforms.

Rosie Richardson, e Business Manager for BBC MediaArc, said: “Our brief was to design, produce and deliver a dynamic mood piece illustrating the art and science involved in the modern textiles industry. The primary aim was to challenge conventional preconceptions about, and develop new interest in, this traditional industry. The secondary aim was to deliver the finished piece on a number of platforms.”

The project, sponsored by InterTrade Ireland, required the core team of Martina Chapman, Producer, Anita Murphy, Senior Designer, Thomas McVea, Interactive Designer/Programmer, to work closely with both of the clients right from the outset.

Different views of the industry, from conventional to abstract, were represented by images moving across the screen as a series of semi-transparent ‘swatches’. This multi-layering effect helped communicate the industry’s diversity.

Cathy Martin, Marketing Manager of NITA, said: “The Swatch goes a long way to promote the Irish clothing and textiles industry. We have a reputation for being traditional and supply focused, but ‘The Swatch’ i card shows that we are cutting edge, design-led and globally competitive.

The team at BBC MediaArc very quickly understood our brief and helped us create a different image for our industry in a very contemporary – if not futuristic – way; so much so that we have now commissioned them to design and construct our new website.” (CD)