H&M launched their new initiative “Looop”, where old clothes can be recycled to create new fabric for new clothes. To accompany this, the global fashion brand has released a new commercial, produced by NewLand and directed by Joanna Nordahl, and starring actress and H&M ambassador Maisie Williams.

The commercial is filled with spectacular visual effects and features a segment at the end of the film where the real-life Maisie Williams becomes an avatar of herself. To create this effect Goodbye Kansas Studios scanned the actress and created a fully digital animated avatar version of herself for the commercial.