Tom Darracott for Loft

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I love it when I see something that makes me view a familiar object from a new angle. Tom Darracott, master of motion, animation and art direction, in collaboration with equally skilled Carl Burgess of More Soon have come together to produce a wickedly fun Summer 2014 campaign video for clothing brand Loft. Thirty seconds is all it takes for them to captivate and amaze, reinventing the mundane act of folding clothes into a spectacular kaleidoscope of colour, immaculate creasing and gravity-defying singlets. I am sure that the design world will soon tire of the ubiquitous trend that sees anything … READ MORE >

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