High Definition 3D Video
Client brief. Create an introductory 3D animation sequence for the Schwarzkopf Professional Trend Report, a multi-purpose, inspirational reference tool for hairdressers to introduce them to the next season’s trend directions.
Our solution. Three dimensional animations are a great way to convey large amounts of information in an easy to understand, emotive and thought provoking way.
Animation speaks directly to the right side of the brain, where reactions are more instinctive and produce a higher degree of user engagement. With the motion graphics in the introduction to the Trend Report we had the chance to intrigue the viewer, to give them a glimpse of the reach of the report. We wanted to use this digital showcase to communicate the sheer volume of information behind the collections.
To reflect its status as the beating heart of Essential Looks, the animation starts with a beating cube that flashes through pulsing transitions, suspense builds as the BPM increases, faster and faster until the cube explodes. Hundreds of smaller cubes emerge, displaying hundreds of catwalk images on all sides. The cubes swirl and twist, showcasing the variety of images, before rolling and bouncing through cityscapes of the worlds’ major fashion hubs; New York, London, Milan, Paris, mirroring the catwalk show schedules, with more cubes joining all the time.
Playing on the association of cubes with packages, and the pleasure and intrigue involved in discovering what is inside them, this theme is carried through the report itself where users can click on cubes to access more information about individual trends and features.
The animation ends with the cubes congregating around the collection name in an expression of all the inspiration behind this season’s trends. With this motion graphics sequence we wanted to convey the essence of the Essential Looks movement but also tell the story of how the Trend Report comes to be; the globality of fashion, the speed at which it moves and the variety it produces. Click on the image above to view a sneak preview from the Trend Report.
“Congratulations. Well done guys. l think that this is without doubt the best EL Trend Report ever!!
It has great flow and content, looks dynamic and is full of relevant fashion forward excitement. It epitomises the very heartbeat of Essential Looks and we feel that it should, from now on take centre stage along with the EL book as a combined definitive learning and informative tool which sets apart Schwarzkopf Professional from its competitors.
You should all feel justly proud of what you have achieved because you have delivered a truly beautiful body of work. Great things happen when like-minded individuals think and work as a team.”
Steve Hogan
Creative Director - Schwarzkopf Professional
