An Everyday Life of Unforeseen Needs

Unforeseen Needs is a six-part short film series created by Beinghunted. for the GORE-TEX Brand, designed to reframe how technical performance is portrayed in everyday life.

Set against the backdrop of Vienna and featuring a local cast, the films follow two protagonists as they navigate a series of sudden, unpredictable occurrences—moments that shift the mundane into the unexpected. Whether it’s a car splashing water from a street puddle, a sprinkler turning on mid-walk, or someone watering plants from a balcony just above, these seemingly trivial events become cinematic motifs that speak to a larger idea: performance for the unpredictable.

Developed in 2023, Unforeseen Needs was conceived to challenge traditional branding tactics. It intentionally steps away from the overt and didactic, embracing a cinematic language that is slow, subtle, and sensory. Rather than showcasing the obvious—like hiking in the rain—the series highlights the unexpected urban realities where GORE-TEX technology proves its worth. This quiet tension and visual storytelling underscore the aesthetic and emotional resonance of the pieces worn.

The toned-down take on storytelling is also a recurring theme in the styling of the films. Most of the items featured do not have any obvious GORE-TEX branding, instead it is their functional attributes that builds association. It positions performance gear not just as a branded protection, but as part of a more natural daily uniform for the style-conscious wearer.

Through this approach, the project aims to demonstrate GORE-TEX product functionality in unpredictable, everyday urban moments—where water, wind, or surprise come out of nowhere. It sparks curiosity in viewers by embedding performance into relatable, playful scenarios—like dodging a splash from a passing car or navigating a surprise downpour—encouraging a deeper interest in the technology without relying on technical jargon or overt messaging.

The result is a series of films that are intentionally playful rather than preachy, cinematic rather than scientific. Where the brand is put at the center of attention through functional storytelling rather than overly branded visuals.