from rubbish to runway
*
from rubbish to runway *
EKOCYCLE
Brand Storytelling
Film & Motion
Campaign
Environmental Graphics
Wayfinding
Launch Collateral
Shopper Journey
Created at Bulletproof UK
How It Started.
Founded by will.i.am in partnership with Coca-Cola, Ekocycle was created to shift culture — turning post-consumer waste into premium lifestyle products, and proving that sustainability and style can (and should) co-exist. By repurposing recycled materials — including Coca-Cola bottles — into fashion, tech, and accessories, Ekocycle partnered with global brands like Beats by Dre, MCM, and Levi’s to create products with purpose.
When it came time to launch into the UK market, the brand chose to make an impact — not just through its products, but through its presence. The challenge: bring the Ekocycle mission to life inside one of the world’s most iconic retail destinations, Harrods. We were tasked with creating an immersive brand world that didn’t just explain the idea of turning waste into worth — it had to make people feel it. Bold, cultural, and immersive — this was sustainability redefined.
What We Did About It.
We crafted a 360° brand experience that blended physical storytelling with digital depth. From animated in-store content to editorial, print, and ambient advertising, every touchpoint was carefully curated to express Ekocycle’s innovation and ambition. At the heart of the launch was a hero film, played across Harrods, that revealed the brand’s unique recycling process — turning trash into tech, fashion, and forward-thinking design.
The result was more than just a launch; it was a redefinition of what modern luxury could stand for. A collision of purpose and desirability, wrapped in craft, culture, and collaboration. Ekocycle entered the market not just with a product, but with a manifesto — and it left its mark.
