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Bestseller Group
One of It’s Kind Virtual Fashion Show
Website UI UX I Website Development
February 2021
For the launch of ONLY’s Spring Summer 2022 Collection, we formulated a Virtual Fashion Show to boost the morale and cultivate enthusiasm in their audience who were pining for newer designs in a troubled environment.
The scale of production was large and the turnaround time was exiguous which meant the processing of 500 shots in VFX in under 10 days. To deliver a very high-quality output, a 6K pipeline was selected, which is rare as the 4K pipeline is preferred in the industry.To manage the 6K pipeline efficiently, new hardware and software solutions were implemented, enabling effective editing and post-processing.The production team and choreographers put their shoulders on the wheel to execute the shoot of 40 garments in 6 hours.The post-production procedure was challenging as we had to incorporate realistic shadows, hairline details, clothing texture, and flow blends in 300 photos.
The show was a huge success and all the invitees meant to attend the show logged in promptly. It was a 3-day event at the Leela Palace - Jaipur that saw a huge turnout including Consumers, Loyalists, and Partners who participated and visualized the required products and were relieved that they did not have to risk travel during the Pandemic.The unique experience of the Virtual Fashion Show also allowed for greater reach and engagement amongst ONLY's target audience, leading it to win the Marketers' Excellence Award (Gold) for the Best Content Marketing Launch.
Solution
01
A Blend of Two Environments
Ideating the fashion show involved a lengthy process,
including strategy, conceptualisation, design, and
implementation.After studying ONLY’s collection in detail,
we designed 2 virtual setups, the Industrial Compound
& the New York Brooklyn Bridge, that captured the
essence of ONLY’s brand identity.The set-up colors were
contrasted with the garments launched to provide a
visually appealing experience.
02
The Plan of Action
The entire project involved blending two environments, the
traditional runway with the virtual TV-like experience -
which also required a TV-like production process. A chroma
shoot of about 3000 sq. ft was built using a green screen
to display a rugged background straight out of the
pathways of New York. 3D virtual spaces and lighting
setups were created in a way that the models could be
juxtaposed to the area seamlessly. A ramp walk displaying
40 garments on the models was successfully executed.To
provide premium-quality output, we utilized a 6k pipeline
with 6 black magic cameras to shoot in raw format. It took
us 4 hours to calibrate the camera and
lighting. Additionally, a TV console was built to display
real-time output.
Solution
