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Balenciaga’s Fall 21 campaign
Advertising
Balenciaga & Quantic Dream
Balenciaga’s Fall 21 campaign
Overview.

Quantic Dream, the French video game developer, commissioned MPC to create a fully CG short film to showcase Balenciaga’s Fall 2021 collection. Following the success of the house’s ‘Afterworld: The Age of Tomorrow’ video game, Balenciaga had approached Quantic Dream as they wanted a particular genre and game stylisation to this “Dream Factory film”. Balenciaga referenced the “twenty-tens” gaming era (The last of us, Tomb Raider, and particularly the Quantic Dream 2013 hit title Beyond Two Souls). They wanted to recreate a film that evoked the same feelings and tonality of past classic interactive gaming.
MPC used full VFX and CG to bring this epic feature to life. 2D lead Jake Nelson said: “MPC is used to creating photorealism, so it was a creative challenge to develop this twenty-tens game-quality render and stylisation. We all learned a lot in the process.”

The team also relied on motion capture to create animated versions of real-life people.

Separately, as part of the brands global marketing drive, MPC worked closely with Balenciaga to create a series of dynamic and vibrant marketing stills that were used as the prelude to the main film. Motion Design Creative Director Ryan Hays said: “Utilizing the strength of real-time rendering we were able to quickly compose the stills and render out high resolution assets ready to be rolled out on all of the Balenciaga social platforms. These visuals helped drive the exposure of both the upcoming Fall 21 collection but also give a glimpse into the virtual world that is ‘Afterworld’.

The film and marketing stills debuted on the Balenciaga website and social media channels in June 2021 as part of an integrated campaign. In the first week of launch the film racked up over 60k views on Youtube, and garnered widespread acclaim across the fashion press.


3D Supervisors: Dominic Alderson, Andy Steele & David Bryan

2D Creative Director: Marcus Dryden

2D Supervisor: Jake Nelson

Design Creative Director: Ryan Jefferson Hays

Executive Producer: James Niklasson

VFX Producer of FA21 film: Jaz Rongokea

VFX Coordinators: Henrietta Frost and Jamie Hughes

Modeller: Silvia Bartoli

Riggers: Amar Chundavadra, Maximilian Mallmann

FX Artists: Arnau Gilabert, Justin Braun, Alessandro Granella

Colourist: Matthieu Toullet

Compositors: Emma Tyler, Pavel Vicik and Mithun Jacob Alex

Motion Designer: Kerim Camdzic

Stills Producers: Saskia Delius and Jaz Rongokea

Stills Retoucher: Daniel Brady

Animation Team: Clementine Supiot, Chris Welsby, Andy Reid, Mack Knights

Generalist Team: Kristian Bonne Jensen, Nick Slade, Matias Heker, Fernando Tortosa, Jessie Amadio, William Laban, Kiril Mirkov

MPC Bangalore

Line Producer: Neela Kumuda Parankusham 

Production Coordinator: Taruna Sehgal 

3D Supervisor: Kunal Sarkar

Head of 2D: Siju Murugan

Supervisor: Silambarasan R P

Comp Lead: Pratyush Paruchuri

Asset lead: Bibin Balan

Asset Team: Jaspreet Kaur Dua, Palash Ramnaresh Soni, S Shashi Kumar, Sandeep B K, Sandeep Grover, Selva Kumar K, Shreyas Joshi, Ullas Thunga k, Vivek Mayanglambam

Generalist Team: ArtistsAbhinandan Madhu, Gangadhar Durga Molleti, Sairam Vaddamanu

Animators: Srinivas Rao Rella, Shiny Rajan

Rigger: Kuntal Kanti Bera

Balenciaga’s Fall 21 campaign
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3.1k
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Balenciaga’s Fall 21 campaign

222
3.1k
11
Published: