International Woolmark Prize: Unravelled

Amplifying the return of prestigious prize with a mockumentary featuring an all-star cast

We commissioned director Issac J. Lock to make Unravelled, a fashion mockumentary featuring an all-star cast including Naomi Campbell, Carmen Kass, Tim Blanks, Michel Gaubert and Lily McMenamy – to name just a few – for a campaign highlighting the return of the International Woolmark Prize. The film was published on Nowness and accompanied by campaign images spotlighting the Prize’s finalists, several of the industry’s most promising emerging designers, and underpinned by a period of creative consultancy consolidating the event’s theme and design.


  • 48K+ total video views
  • 3.1M+ total impressions
  • 1.30mins average view time
  • #1 ranking on YouTube
  • 36% of YouTube viewers watched the full video
  • Press coverage on British Vogue, Vogue Fr, Vogue It and 10 Magazine