How can I create an exciting and engaging campaign for the launch of a new bag? Which medium suits the best for the communication of this campaign for a high fashion brand? In this design study, I tried to create something different in the fashion industry which relies heavily on photography. I utilized illustration, character design and 3D rendering to create a whimsical and surreal atmosphere where these imaginary characters tell a different story about the brand's statement about no borders in imagination and creativity, as can be seen in their beautiful clothes, accessories and campaigns.
I have always wanted to create some illustrative designs in 3D with whimsical characters for a fashion brand. After seeing some of the hand purses, bags and clothes of Fendi, I immediately felt the connection between the brand and my imaginative world. As always, I made some research on the brand and then started sketching. I didn't make a through research for the characters, just started drawing, but I always had some kind of fuzzy designs in my head. After sketching and deciding on the designs, I started to model them in modo. I first modeled the individual characters and then put the scenes together with these characters and some props, the logo and the wordmark. After finishing the models, normally I do the UV and texturing also in modo, but this time because I wanted to use Keyshot as the main rendering engine, I exported the scenes directly to Keyshot, placed materials on them, lit the scenes with HDRI and rendered them. Later I made some image adjustments like warming up the color palette a notch and adding the ambient occlusion pass in Photoshop. For the gif animation, I animated them in modo, rendered in Keyshot and created the looping gif in Photoshop.