One of It’s Kind Virtual Fashion Show

client

Bestseller Group

solution

Virtual Fashion Show, Real-time Production

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 event

a 3-day event in jaipur

recognition

Award - Marketers’ Excellence (Gold)

Newyork Pathway designed for fashion show

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.

New york Pathway use steup for Only's Collection fashion show

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.

Production in Focus

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 impact

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.