How do you make people care about circular design in a world ruled by short attention spans? Together with Ucon Acrobatics, we created a video that turned innovative textile recycling into a simple, emotional, and shareable story. The result: over 1 million views on Instagram, thousands of saves and shares, and a viral boost that positioned the Berlin-based backpack brand as one of the most forward-thinking voices in circular fashion.
Ucon Acrobatics designs minimalist backpacks made from recycled materials and circular design principles. But like many sustainable brands, their challenge wasn’t the product—it was attention. Technical storytelling and eco jargon rarely stick in fast-paced social media feeds. The brand needed a creative format that could break through the noise, simplify the message, and spark curiosity far beyond its existing audience.
Ucon Acrobatics designs minimalist backpacks made from recycled materials and circular design principles. But like many sustainable brands, their challenge wasn’t the product—it was attention. Technical storytelling and eco jargon rarely stick in fast-paced social media feeds. The brand needed a creative format that could break through the noise, simplify the message, and spark curiosity far beyond its existing audience.
We created a concept that flipped typical sustainability communication on its head: instead of explaining circularity, we showed the problem close to people, as part of their everyday life—exaggerated, but still honest, and visually strong. The short-form video followed a typical hero journey positioning Ucon Acrobatics as liberator from the statistically 17kg of textile waste Europeans produce every year. The tone was fresh, self-aware, and perfectly aligned with Ucon’s brand: minimalist design meets real-world purpose. We produced and launched the video for Instagram and TikTok as part of a wider storytelling strategy to make circularity visible and human.
We created a concept that flipped typical sustainability communication on its head: instead of explaining circularity, we showed the problem close to people, as part of their everyday life—exaggerated, but still honest, and visually strong. The short-form video followed a typical hero journey positioning Ucon Acrobatics as liberator from the statistically 17kg of textile waste Europeans produce every year. The tone was fresh, self-aware, and perfectly aligned with Ucon’s brand: minimalist design meets real-world purpose. We produced and launched the video for Instagram and TikTok as part of a wider storytelling strategy to make circularity visible and human.
The video went viral, stopping people doomscrolling and reaching over one million views, thousands of likes, saves, and reshares, as well as a wave of new followers discovering Ucon Acrobatics for the first time. The campaign sparked conversations around conscious design and longevity—without ever using those words. It proved that circular storytelling can reach the mainstream when it’s emotional, honest, and well-crafted. For Ucon Acrobatics, it marked a turning point: sustainability not as a claim, but as culture.
The video went viral, stopping people doomscrolling and reaching over one million views, thousands of likes, saves, and reshares, as well as a wave of new followers discovering Ucon Acrobatics for the first time. The campaign sparked conversations around conscious design and longevity—without ever using those words. It proved that circular storytelling can reach the mainstream when it’s emotional, honest, and well-crafted. For Ucon Acrobatics, it marked a turning point: sustainability not as a claim, but as culture.
“With NEW STANDARD.S, we found a partner who truly understands how to communicate sustainability without preaching. The video made our message travel further than we ever imagined.”
— Ucon Acrobatics
“Our goal was to make circularity feel as intuitive and emotional as good design. Instead of educating, we wanted to evoke—a story that resonates in seconds but stays in mind much longer.”
— Maria Angerler, Creative Concept & Copy
