Sainsbury's

Tu Clothing

Tu Clothing is Sainsbury’s fashion brand, offering affordable, practical clothing with an increasing focus on responsible sourcing.

The brief

After the 2013 Rana Plaza factory collapse in Bangladesh, the global garment industry came under intense scrutiny over transparency, worker safety and supply chain accountability.

Working with ITN Productions, we created a communications film for Sainsbury’s Tu Clothing, highlighting measures taken to ensure responsible sourcing, worker welfare and environmental standards across the supply chain.

Our brief was to communicate progress with clarity and credibility, while giving internal and external audiences a grounded view of the people, places and processes behind the brand.

Crowded urban street in Dhaka with vehicles, people on a truck, and Bengali advertising billboards

Our approach

We shaped the project as a fly-on-the-wall documentary, following Sainsbury’s Managing Director of General Merchandise, Roger Burnley, and Business Director for Tu Clothing, James Brown, in Bangladesh.

Across a week in Dhaka and the surrounding region, we filmed regional offices, factories and production environments with the Sainsbury’s team.

This access helped us capture daily working practices, speak with local teams and show how sourcing standards were being put into action.

The senior team used the visit to review worker welfare, environmental practice and supplier alignment, creating a strong narrative for responsible business communications.

We also captured photography for Sainsbury’s annual 20×20 Sustainability Report, giving the campaign a consistent visual language across channels.

Worker in a mask operating an industrial fabric‑cutting machine in a garment production facility

What the client said

“Digitom’s major strength is their client-facing skills – clients trust them quickly and they have a good attitude for problem solving and delivering what the client wants.”

Derek Dyson

Executive Producer

ITN Productions

The outcome

The corporate social responsibility communications film gives audiences a clear view of Tu Clothing’s sourcing practices and supply chain relationships.

Real locations, candid moments and direct observation helped create authentic sustainability content for a major retail brand.

The project shows how strategic communications content can make responsible business commitments easier to understand, share and trust.