Thread | Paradox of Choice




Produce hero content for Thread exploring the Paradox of Choice when it comes to online shopping.


To capture the Thread’s sense of humour, we used some simple effects and fun motifs to get across the paradox of choice theme – with trainers falling into shot and a bundle of jeans rolling through a studio.

Rather than creating one hero film, we split the idea into three separate scenarios focused around three different fashion items, trainers, jeans and office wear. We looked for ways to get fun with the idea by creating a slightly surreal series of environments, illustrating problems and presenting Thread as the solution.