BALENCIAGA: SPRING / SUMMER 2019

PROJECT OVERVIEW

For the Balenciaga Spring/Summer 2019 runway show, we worked with artist Jon Rafman to create an immersive video installation titled The Ride Never Ends.

The piece was inspired by the impact of technology on modern day life. The glitchy visuals were mixed with organic fluid simulations, which came together to reinforce the concept of our physical world being overrun by digital content.

 

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DESIGNING AT SCALE

The installation was in the form a tunnel that enveloped both the runway and the audience. The tunnel, comprised entirely of LED tiles, was one of the largest LED installations ever assembled. Working at this scale required us to generate massive 14k renders. To do this, we turned to real-time software to preview and render content at a manageable rate.


TESTING THE MOTION

Due to the extreme scale of the LED tunnel, it was crucial that we continuously tested the speed of our animated content. We approached this through on-site testing and in-headset VR recreations of the tunnel. The goal was to create a comfortable viewing experience for the audience, without sacrificing the organic, liquid quality of the visuals.

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LOOK DEVELOPMENT

Working in TouchDesigner, Unreal, C4D, and After Effects, our goal was to create content that felt both hyperreal and distinctly digital. To do this, we combined elements of melting textures, decrepit infrastructure, and glitchy technology.

 

FINISHED LOOK

Our piece premiered at the Balenciaga Spring/Summer 2019 Paris Fashion Week show. The video ran for approximately 15 minutes, cycling through a variety of original textures, landscapes, interiors, and organic substances.

 

CREDITS

ROLE: Art Director

ARTIST: Jon Rafman

TECHNICAL ARTISTS: Éric Renaud-Houde, Michael Dunkley, Jimmy Gass, Nick Couret-Chailloux, Wyatt Savarese, Ezra Miller, Marc Vidal

EDITOR: Mikhael Villegas

MUSIC: BFRND

PRODUCTION: Katie Kolombatovich, Polina Dubik

STUDIO: The Mill