HUGO BOSS, the first global company to use an iPhone and Volu to create content for a media campaign
Reboot the Night is not only top-fashion-brand HUGO’s campaign. It is also a global first at the bleeding-edge of technological innovation: a global company using mobile volumetric captures to virtually produce media assets.
“We’re going from URL to IRL — and you’re invited”. With that idea in mind, Reboot the Night wanted to showcase the brand’s “technical club-inspired creations”. What better way of doing so than mixing real and digital life thanks to virtual production?
As it was about virtual production, one would expect that a high-end media studio was going to be needed to capture the 3D assets. But HUGO took one innovative step further: this Night could not be a perfectly designed one coming out of a stage, it should be a freshly improvised story created by all of us and captured as we do, with our smartphones, on the streets, in the places we live.
When HUGO got in touch and explained that they wanted to use Volu to create some of the media assets for the campaign, Volograms freaked out! At that stage, they were only evaluating the possibility of exporting Volu’s mobile volumetric captures theoretically, to make them available for a few small-scale pilot use-cases.
Of course, Volograms were aware of Volu’s advantages. First, the capture process couldn’t be more simple: same as a quick mobile video. The 3D recording is not anymore restricted to studio contexts — it happens anywhere the talent is available. Second, the costs of using an app and processing a few mobile sequences simply does not compare to professional volumetric productions. In that way, HUGO’s team enjoy the flexibility of capturing — wherever they wanted — many different volumetric sequences, avoiding the extraordinary costs related with every second of traditional 3D creations. Of course, the quality obtained with a single smartphone doesn’t compete (yet!) with professional studio-based solutions, but it suited perfectly the needs of the campaign — as it suits the needs of many use-cases Volograms are exploring since then.
While the virtual production of mobile volograms had never been tried before, HUGO’s top-talented Digital Creation team, made of 3D artists and creative professionals, was ready for the challenge!
Interested in the technical details? In fact they are pretty simple: first, the team captured tens of volograms (volumetric sequences) with an iPhone and Volograms’ app, Volu. Second, those captures got automatically processed into 3D. Third and final, with their standard production pipeline, the Digital Creation team at HUGO BOSS used the 3D assets, in the shape of OBJs and textures, to create the videos. Fun fact: Volograms enabled the capture of longer sequences for them through a private version of Volu — the app currently limits volograms to 5s, but they are already evaluating the possibility of extending this feature to all our users.
The result was a set of really fun videos for social media that perfectly fit in with the creative idea of Reboot the Night. As most were published as ephemeral stories, only one remains publicly accessible on HUGO’s Instagram profile — enjoy!
COMPANY: Volograms
