- Active Theory Team
To make an impact launching an apparel range, it was important to develop a launch campaign that told both the unique story of the collection, and communicated the craft and quality of the clothes. While we were focused on a core digital activation idea, our work on the CHILE20 launch campaign would also include: retail ads for over 500 Foot Locker stores, social media assets, creating a high quality pre-rendered product film, and supporting with PR.
Each product needed to be meticulously digital crafted in-house by our 3D team. We created multiple different versions of each garment to test various techniques to optimize the high-res mesh models. These included Marvelous Designer (with tools in Z-Brush), polygon reduction in Cinema 4D, and even meshing models through VDB volumes to guide the creation for the final optimized garment models used on the site.
The experience was created in WebGL using a series of internal pipelines.
The CHILE20 campaign went live in September 2020 across website, social media and in-store retail. It also had PR support from Hypebeast and Outpump. Despite launching in the middle of the pandemic with an all-new digital approach to production, the collection was met with a warm reception both online and in-store.