We’ve seen our fair share of lookbooks and campaigns in our time. However, we’ve yet to see one that is completely fabricated in a fantasy 3D world, with models wearing the actual clothes 3D scanned and incorporated in that world. However, this is exactly what London-based Studio Creme has created for clothing brand Heresy’s S/S 2018 campaign.
“I’ve known the Heresy guys for a long time through mutual friends and have always been a massive fan of what they do,” explains Jack Featherstone; one half of Studio Creme, alongside James Earls. Heresy, which is based in South London is driven by the exploration of mysticism and folklore – with a particular focus on the tradition of the British Isles – and so when the brand approached Studio Creme, this provided a solid starting point to begin the studio’s research.
“We had many long conversations with the guys (Jasper Dunk and Dominic Owen) in their studio, really getting to know what motivates them and understanding the influences not just behind the specific collection, but also behind Heresy in general,” the duo recall. Jasper and Dominic gave Jack and James full access to their huge archive of imagery relating to folklore as well as a host of books and weird artefacts they’ve amassed. “We were given complete access to these resources which enabled us the fully immerse ourselves in their world,” Studio Creme explains, “we also conducted our own research, collecting bizarre reference imagery for everything from ancient stone circles to traditional pagan festivals.”
Whereas this research could have easily inspired a far more traditionally photographic outcome, Jack and James decided to encapsulate the surreal world of British tradition and fabricate their own virtual world. “We wanted the whole campaign to have a sense of the unreal about it,” they comment on this decision. The final campaign features a “mood film” as well as a moving lookbook, as well as a wealth of extra content that Heresy has been sharing across its social media. Almost all of the objects featured in each film were 3D scanned in-house from “handmade ceramics to the actual S/S 18 garments.”
About the Author
Ruby joined the It’s Nice That team as an editorial assistant in September 2017 after graduating from the Graphic Communication Design course at Central Saint Martins. In April 2018, she became a staff writer and in August 2019, she was made associate editor.