15 minutes with Cam from Afternoon Studios.
Back in early 2020, Original Canvas engaged our good friends at Afternoon Studio to come up with some designs for our Ocean Friendly, Earth Kind range.
A range focussing on bringing awareness to our oceans and earth and the issues we face with micro-plastics and climate change.
We sat down with Cam for a quick 15 minute chat on how he found inspiration for the illustrative designs, and what he wishes he could do to help these very important and current topics.
How long has Afternoon Studio been in operation?
I have been operating as Afternoon for just over 2 years now.
How did you get to where you are now - working with a range of important, impactful small kiwi businesses?
Tauranga has been a great area to work as design studio. We have a great community of smaller startups looking to deal with other like-minded people. Everyone is here to help each other, and building those relationships has been vital to the work I've been able to produce.
Tell us about your work to date. You talk about 'design for you to enjoy' - how do you ensure this comes out through all the projects you take on?
Design is a creative process that allows us to think outside the box and enhance experiences. That being said, it is a process that should always be fun. It's a key-value I stand by and helps me create the work I believe a viewer will enjoy.
We often talk about the idea of 'Kaitiakitanga' in New Zealand - and we hope that this collaboration played into that responsibility for you. How do you think brands like Original Canvas can ensure that we are acting in a way that we can have an impact?
While the product Original Canvas is creating environmental responsibility, it's necessary to educate your audience to help spread the knowledge, helping create a larger impact by inspiring new ideas for others to help our environment.
When Original Canvas approached you for our first collaboration what was your first thought?
Excited! The idea of sustainability and fashion are both things I enjoy and have passions for. Being able to work with a brand that aligns with both is always a treat.
It then developed into the concept of 'Earth Kind and Ocean Friendly' (which we see illustrated on the range) what does this mean to you?
The illustrations I created were to depict the concept of the earth and the ocean as a feeling. I wanted them to be seen as positive and enjoyable.
Where did you find inspiration from for your designs?
I thought about the worlds and elements associate with the ‘Earth’ & ‘Ocean’. By having fun with the ideas that came to me, i was able to develop illustrations that i felt communicated a feeling I wanted the viewers to align with.
Where fashion and clothing companies or manufacturers meet environmental responsibility is a really interesting cross section that is only going to gain more traction in Aotearoa from here.
What are your thoughts on this?
I believe it's the way every industry should be heading. The world is continuously creating products that aren’t environmentally responsible, making too much unnecessary rubbish. If we are able to develop and adapt our ways to align with environmental responsibility, then collectively, we can help make a change.
Respecting our earth, our oceans and all the urgency around reversing climate change is without doubt, one of the world's most important topics currently. What are your current favourite publications or personalities reporting on this? How do you stay up to date?
I really enjoy the campaigns that Patagonia produces. The fashion industry is a massive contributor to climate harm and learning about the reasons they use new materials, recycled fabrics and repair damaged goods is eye-opening.
And for good measure, if you had all the power in the world to do one thing to keep our oceans clean what would it be?
To be able to pull the plastic islands out with a massive plastic vacuum. Those things take up way too much ocean surface. But, that’s not all that would need to happen! We need bigger, brighter light shining onto the problem the world is facing.
People need to be made aware of the damage of rubbish. 10-20 millions of tones of plastics end up in our oceans each year. Even if we are able to pull out the rubbish, we can't fix it unless we fix our habits. Start with a few simple changes and build forward from there. Say no to straws, use a reusable coffee cup, bring a reusable shipping bag to the supermarket.
Check out more of Cam and the team's work at afternoon.co.nz.