Develop · Build
How it came together.
- 01
Start from the direction study, not the camera
The Margiela film is the second surface of a campaign whose first was a brand-direction study: a four-colour archive palette, a fifteen-piece material library, and studies that follow one motif from a jacket cuff to a door-number plate. The film carries the same rule into moving image. Exposed construction, distressed surfaces and industrial materiality, not runway imagery.
Creative Direction - 02
One rule for three parties
A developer selling homes, a fashion house protecting its codes and a BARNES office publishing to its own audience each read a cut differently. Writing the direction down as one sentence, translate the codes and not the runway, gave all of them the same test to hold a shot against.
Marketing & BD - 03
Storyboard first, generate second
Marina Sozopol had no finished building to film. The answer was one continuous world, where real coastline, rendered architecture and generated shots are cut to be indistinguishable. 27 storyboarded shots with camera direction, curated from 100-plus takes across client-feedback rounds, with Christie's branding bookending the open and close.
Creative Direction - 04
Match the model to the shot
Shots were generated image-to-video from generated key frames, with a fast model on simple shots and a stronger one on complex ones, so the effort went where the difficulty was.
AI & Machine Learning - 05
Turn two films into a studio
The process became an in-house content studio: brief, script, shot list and a frame-by-frame storyboard with camera direction, bringing the directability and consistency of real-time 3D to generative video.
Creative Content QA & Ideation