"The Polo Tech Shirt"
Ralph Lauren was the first fashion company to develop a biometric workout shirt which communicates to an app that offers real- time analysis and workout suggestions. The question was how to show this new fashion-tech wear and get the most PR and viewers. The answer was to shoot the RL models wearing the shirt performing their exercise routines and then digitally look inside the silver fibers woven directly in the fabric.
As Executive Producer, the challenge was producing real looking fiber animation that allowed the viewer to seamlessly go in the garment to get a sense of the technology it contained. I supervised the entire project and creative team: From fiber samples to final animation, visual-fx, UX motion graphics, editing, color and finishing. We had only three weeks to get the video ready to be previewed at the US Open where ball boys would be wearing the shirts on the court and the video played on large stadium screens. Simultaneous to the tennis tournament, the video was put on YouTube and RalphLauren.com so the press could write all about this new wearable technology. Utilizing all the media channels and Internet, the Polo Tech Shirt became the talk of men’s fashion in no time.
- Project Roles
- Executive Producer
- Polo Ralph Lauren
- 3D, Content, Live Action, Post-Production, Producing, Social, VFX
- Advertising, Apparel, Branded Content, Social Media Content
- Project Industries
- Advertising, Fashion, Lifestyle, Luxury, Technology