GORE-TEX in context
Created by BONAPARTE, in collaboration with AKQA Berlin, this stylish spot takes us through forty years of GORE-TEX history, shot through era-specific cameras.
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Keeping us nice and non-soggy for 40 long years, magic waterproof fabric merchants GORE-TEX are pretty much the MVPs of MSDs (must stay dry).
Celebrating the brand's history, Our Work Is Never Done is an innovative and entertaining travel through time, with BONAPARTE director Caraz using age-specific cameras to give each era a distinctive feel.
"Shooting with 8mm, 16mm, VHS and old iPhones was as exciting and aesthetically rewarding as it was challenging," explain AKQA creatives, Andre Blanco and Alex Rose. "The soundtrack was another key element to the storytelling, developing and changing seamlessly according to each era.”