To promote the launch of their new store at “One New Change” - in the heart of the City of London.
Banana Republic ran a targeted campaign at Underground stations located near the new store. Having just completed a series of new season fashion photographs for their store, Banana Republic wanted to promote both their current range and the store's launch.
The landscape imagery produced for the new clothing range worked well set against a rugged vista. The studio pictures were beautifully shot and portrayed the perfect environment for the new range. However, the series of photos needed to be brought together - and to life - to work on the LCD and DEP screens. They were also in different aspect ratios, being the opposite way round for the portrait aspect of the Underground screens.
Initially, each photographic layer was taken apart, including painstaking matte painting around the trees, branches, clouds and the models. This gave our artists a clean palette to mix in motion, using a technique called ‘parallax scroll’.
After the client was happy with the test images, we set to work using a combination of different movements between each layer to draw in the eye. Our artists then pinned several points on each of the models, which gave independent movement of hands, arms and heads. This final, almost intricate movement had the desired effect, holding the viewer's attention until the end of the escalator.