Westfield – Fashion Lives

CHI & Partners, London commissioned TJ to create three shots for their stunning print campaign, “Fashion Lives”. Promoting Westfield shopping centre’s latest Autumn/Winter collections, the shots will be used across billboards, bus sides and other various outdoor medias. The creative concept behind the shots was that the models were leaving behind last season’s clothes as a shell of their former selves, and stepping into Autumn/Winter in the latest season’s threads.

There was a two day photo-shoot to capture the models in their ‘before’ and ‘after’ outfits and poses which TJ then used to form the CGI shells and final images. Firstly, photos were taken of each model standing and rotating slowly in a ‘T’ pose in order for the camera to capture every angle necessary to rebuild the models’ to their exact proportions and likeness. They were then photographed in the poses desired for the CGI shells, so that every fold and crease could be replicated. The 2D photography was then used as a base to create the cracked ‘shell’ versions through a process of sculpting and modelling, much like a fine artist would. The process for this job was very complex, requiring both technical skill as well as an artistic eye to ensure the CGI models were instantly recognisable.
The TJ team embraced the challenge and the end result is testament to that.




The Concept

The brief was to produce three images of fashion models wearing Autumn/Winter clothes, breaking out of cocoon-shells of themselves which are styled in Summer clothes. The look of the campaign had to be high-fashion but very natural and unforced in order to maximize its realism; the beauty is in the subtlety and reality of the execution. We were brought on board to lead the CGI and post because we have great experience delivering high end photoreal results and know how to work alongside photographers to get the best out of of an integrated photo and CGI campaign.


Creative Exploration

During pre-production we went through an extensive phase of creative exploration where we tested a few key areas. We explored the composition of the shot using some relatively simple 3D models and also went about testing various material options for the CGI shells. This all helped to get a better sense of how the final image could look and help plan for the set up of the shoot.

The Photoshoot

We worked closely with photographer David Hughes during pre-production and the shoot itself to ensure there was enough flexibility to capture the perfect model pose, but with enough pre-planning to ensure we could achieve a seamless integration with our CGI shell. We advised on setup, lighting, and carried out an HDR shoot to gather all lighting info from the scene so that we could light our CGI model exactly like the real models. We also captured a 360 angle study of the models so we could give our sculptors detailed reference imagery which would help them carve out an amazing likeness.


3D Sculpting

As soon as the shoot was done our sculptors set to work creating the shells of the models and our retouchers began cleaning up the selected model shots and creating massive extended backgrounds to accommodate the different crops. Once the first sculpt had been done to capture the model’s likeness they were then posed into their cocoon positions and fine-tuned.  The next stage was to break open the shells in such a way that they retained their recognisable qualities yet opened up enough for it to be believable that the model had stepped out of it. We then placed pieces on the ground to add a little debris before setting about adding little cracks and details to every inch of the model, enhancing the level of realism. If you click through the images on the right you can see close up crops which highlight the level of detail we achieved.


The Results

The final images were a hit with consumers and have been seen all across London. This is a great example of a job that would have been prohibitively expensive to do using traditional methods, as making real models would have required considerably more time and money, plus there would have been very little flexibility with design and material changes during the process. This is a prime example of how CGI can be used subtly and artistically, with stunning final results.

Current template: single-portfolio_page.php