You may have stumbled upon a video uploaded around June on YouTube that shows dancers in incredibly colourful costumes moving and shaking in front of vibrantly bright backgrounds.
Directed by Rupert Burton for Deluxe's Method Design, the video is actually a promotional reel for the Association of Independent Commercial Producers (AICP) Awards.
The main point for this video was creating an entertaining piece that showed where the commercial industry is going while displaying also innovative and intriguing effects.
The original moves were indeed created by real people in a studio, but then the human figures were transformed into a series of avatars with very unique skins and costumes: in the video you will see a bubbly chocolate man that turns into a liquid puddle; a giant and soft marshmallow creature that melts; a man composed of tiny particles that loses bits and pieces till he completely disappears, a woman covered in metallic scales; a vegetable being in a green and pink foliage costume and happy monsters made of fur, cables or ribbons.
Motion capture, procedural animation and dynamic simulations were combined together in this video and the final result is particularly intriguing when you look at the various textures, including fur and feathers.
This is actually the interesting point fashion-wise: the more you look at the video and at the 3D textures and volumes, the more you wonder if one day in a (not so) distant future, rather than having real catwalk shows, we may end up watching entirely digital collections created in a studio and then maybe produced on order.
Yes, we wouldn't get the tactile pleasure you can get in the backstage at the end of a runway or in a proper showroom, but the more you see furs, scales, golden surfaces and vast landscapes of colourful particles and marbles in this video, the more you think this may turn into the future of fashion at some point.
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