CASE STUDY

Green Carpet

Fashion Awards

Milan • Italy

Collaborators + Partners

About

Client

Green Carpet

Year

2020

Reach

200k+ Viewers

Context and Brief

The Green Carpet Fashion Awards (GCFA), organised by Italian fashion body, Camera Nazionale della Moda Italiana and sustainability consultancy, Eco Age, traditionally presents a star-studded celebration of sustainability in the fashion industry during Milan’s Fashion Week.

Due to Covid-19 restrictions placed upon the world, we had to find a new way to design an awards show, new ways to fill a beautiful venue, and find new ways to bring top names, icons and disrupters of the fashion industry together (virtually) from all around the globe. And so the idea of using augmented reality, visual FX and hologram technology to digitally transform La Scala was born.

Services

Augmented Reality / Real-Time Interactive Media

Creative Direction

Project Type

Broadcast

Approach

Creative Vision & Art Direction

Our concept was ‘Terraria’, a metaphor for the sustainable fashion industry and a beautiful aesthetic that would inspire all aspects of the show.

We proposed to transform the empty venue into a virtual terrarium, filling empty seats with digital foliage, empty balconies with waterfalls and digitally bringing presenters and awardees together through hologram technology.

To create the augmented reality and visual FX, NorthHouse’s team of digital artists used Unreal Engine to give the show it’s organic feel.

Broadcast Graphics

Along with the show design and augmented reality, we designed and created the show branding and broadcast graphics to give all aspects of the show a nicely packaged aesthetic.

The title sequence tells the story of the world coming together through the growth of the Green Carpet over the continents and into La Scala. We represent the world as a concrete model within a terrarium.

Storyboards

This was a truly prototype show, borne out of the restrictions and uncertainty placed on the world during the pandemic. It gave us the opportunity to push boundaries, experiment with big ideas and use technology in new and unconventional ways. And with a virtual space, your imagination is the limit.

The show won the prize of ‘Global Event Activation’ at the PR Week Global Awards in 2020.

Thanks to

The show was brilliantly directed by Giorgio Testi and produced by Livia Firth, Pulse films and Eco -Age.

This project was a uniting force through the pandemic so we are grateful to all partners for allowing us to be involved.

Team

Tom Bairstow (Exec Producer / Director)
Harrison Smith (Creative Producer & Production Design)
George Thomson (Lead Design & VFX)
Florian Lecoq (Lead Digital Artist)
Sean Bone (Key Digital Artist)
Lydia Caplan (Lead Motion Graphics Designer)
Jamie Marshall (Motion Graphics Designer)
Dana Couling (Production Assistant)