Xeros
Future of Laundry
Visualising microscopic care to drive sustainable scale
Working alongside brand agency Made Thought, we set out to elevate the global presence of Xeros’ sustainable clean-tech range. Because water pollution and microfibre shedding are largely invisible to the human eye, our strategic goal was to make their unseen environmental impact tangible and drive adoption among global appliance manufacturers and consumers.
The key components of Xeros’ Care technology are small beads called XOrbs. These offer unparalleled cleaning and fabric care benefits and save water by taking up space in the washing machine drum. Our film takes us deep into the wash cycle to show thousands of these orbs interacting with the clothing.
Xeros’ Filtration technology captures microplastics and microfibres as water drains out of a washing machine. We place the viewer in amongst the fibres and particles found in a standard wash cycle, following them through a vortex of flowing water and into the filter. Using macro lenses and extreme depth-of-field, we're able to show both the extent of the problem and the solution up close.
