Intellecap’s Circular Apparel Innovation Factory (CAIF), an industry initiative, sought a novel approach to promote sustainable practices and raise awareness about the environmental impact of the fashion industry. The objective was to engage participants virtually at the Sankalp Global Summit 2020 and encourage them to adopt a circular approach to fashion.
In response to the brief, Simit Bhagat Studios developed an interactive game with the intention of raising awareness regarding the resource-intensive process involved in garment manufacturing. The objective of the game was to inform players about the value of reusing clothing and selecting environmentally friendly wardrobes choices.
The end result of this project is an engaging multimedia game that highlights the ecological impacts of the fashion industry. The Sankalp Global Summit 2020, one of the largest impact investing summits in the world, was the official launch platform of the game.
The creative journey was guided by strategic thinking and close teamwork with the CAIF team. Together, we embarked on conceptualising a storyline that conveyed the life cycle of garments, highlighting the environmental consequences at every stage.
When developing the interactive game, we placed considerable emphasis on creating game mechanics that fulfilled a twofold function: to inform and motivate. The participants in the game were not just participants; they were also learners who gained substantial insights into sustainable fashion practices.
We strategically incorporated persuasive messages into the game to underscore the environmental repercussions that players’ decisions could cause. Various options were provided, including repair, resale, and rental, each of which entailed a distinct environmental impact. The objective of this approach was to cultivate mindfulness regarding the ecological footprint that comes with various fashion choices.
The key goal was for the players to become more cognisant of the environmental impact that their apparel selections could have. Through the utilisation of decision-making scenarios, our objective was to generate awareness of the resources consumed in the quest for fashion.
By motivating participants to adopt more sustainable practices and encouraging them to reflect on their decisions, the game evolved into a useful educational instrument.
The multimedia initiative that emerged from the partnership between Simit Bhagat Studios, Intellecap, and CAIF was extremely significant. Through a fusion of entertainment and education, the project aspired to convert participants into proponents of circular fashion, thereby cultivating a community dedicated to making greener wardrobe choices.
Client: Intellecap
Discipline: Social Media and Digital
Creative Director: Simit Bhagat
Web Development: Design Junction