GREEN CARPET FASHION AWARDS
// GCFA
GREEN CARPET FASHION AWARDS.
LA SCALA / AUGMENTED REALITY, ITALY // 2020
We fused augmented reality and visual fx to virtually transform La Scala into a vibrant magical terrarium.
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.
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.
‘WE FELT LIKE DIGITAL GARDENERS IMMERSING OURSELVES IN THE 3D MODEL OF LA SCALA’
SHOW DESIGN.
AUGMENTED REALITY.
BRAND EVENT.
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.
THE SHOW WON THE PRIZE OF ‘GLOBAL EVENT ACTIVATION’ AT THE PR WEEK GLOBAL AWARDS IN 2020.
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.
‘WE’RE REALLY PROUD OF THIS SHOW AND BETWEEN THE NH TEAM, ECO AGE, PULSE FILMS AND ALL THE AMAZING CREATIVES WHO HELPED TO BUILD THIS SHOW, WE HAVE CREATED SOMETHING TRULY GROUNDBREAKING TOGETHER. WE’RE THRILLED TO BE AT THE FOREFRONT OF THIS WAVE OF NEW TECHNOLOGY.’
“IT WAS A PLEASURE TO WORK WITH NORTHHOUSE, THEY ARE TALENTED, CREATIVE, KIND, HARDWORKING, DEDICATED AND FUN TO WORK WITH, ALWAYS GOING THE EXTRA MILE.”
- KIM CHAPELL, CHAPELL PRODUCTIONS”
The show was brilliantly directed by Giorgio Testi and produced by Livia Firth and Pulse films.
This project was a uniting force through the pandemic so we are grateful to all partners for allowing us to be involved.
// TEAM
CLIENT: ECO-AGE // LIVIA FIRTH
CREATIVE DIRECTOR & FOUNDER: TOM BAIRSTOW
CREATIVE PRODUCER & PRODUCTION DESIGN: HARRISON SMITH
LEAD DESIGN & VFX: GEORGE THOMSON
LEAD DIGITAL ARTIST: FLORIAN LECOQ
KEY DIGITAL ARTIST: SEAN BONE
LEAD MOTION GRAPHICS DESIGNER: LYDIA CAPLAN
MOTION GRAPHICS DESIGNER: JAMIE MARSHALL
PRODUCTION ASSISTANT: DANA COULING
