The Ethic Clothing Company was based around an urban style street wear brand with added extras. The overall concept behind the brand was that it would be ethical, and all the materials would be from a sustainable source. The clothing would be more collectable and desirable because of the short run of limited edition designs.

The idea behind the advert was to promote the way of Ethic, showing the feel of the company through the animation, picking up on key points which Ethic stand for, with the focus being on people pursuing their passions and dreams.