Overview
Brand
Three Mobile
Technology
Mixed Reality
Platform
Magic Leap
Industry
Fashion
Release Date
2019
Introduction
Working with Three and Connie Harrison, director of immersive experiences, we created the world’s first 5G mixed reality fashion show.
There is a growing realisation that technology is essential for the enduring success of the fashion industry. The vision, knowledge, and talent within Magnopus make it a perfect transformation partner for the industry.
— Matthew Drinkwater,
Head of Fashion Innovation Agency,
London College of Fashion
The brief
Three wanted to launch the UK’s first permanent consumer-facing 5G installation at Central Saint Martins (CSM) in a high-profile and innovative way during London Fashion Week.
The solution
We brought to life the opening collection of the hotly anticipated CSM MA fashion show, created by upcoming designer Gerrit Jacob. Gerrit’s eclectic and colourful interpretations, drawn from the 80s gaming arcades and fairgrounds scene, were given a turbo-boost with Magic Leap technology and mixed reality content.
Mixed reality has the power to inject a little bit of magic into the real world and it never fails to delight and amaze. It was the perfect medium to use to augment the catwalk and further enhance the collection and Gerrit’s story.
Three’s 5G removed limitations and allowed us to deliver a next-gen immersive experience which created a wow moment during London Fashion Week.
The impact
On the night of the show, Lennon Gallagher modelled and the front row included Vogue’s editor-in-chief Edward Enninful, fashion portrait photographer Rankin, Natalie Dormer, Jordan Dunn, Toby Huntington-Whiteley, and Susie Bubble.
The mixed reality show was an early glimpse into how 5G will transform the future of fashion and how the fashion elite could view collections with increased creativity on the catwalk. 5G delivers the speed and processing power that allows tech like Magic Leap to be optimised, rendering incredibly complex and responsive holographic animations in real-time.
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Full Credits
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Creative Director Craig Barron
Associate Producer Gabriel Blake
Rapid Prototyper Nick McClure
Engineer Guillermo Quesada
Lead Artist Devon Mathis
Concept Artist James Grant
Concept Artist Frank Capezzuto III
Environment Artist Sarah Hudson Semple
Environment Artist Kellie Brewart
Animator Mike Ryan
Digital Effects Artist Daniel Naulin
Digital Effects Artist Justin Dykhouse
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Visual Effects Supervisor Craig Barron
Virtual Production Supervisor Alex Henning
Senior Producer Max Geiger
Senior Producer Kelsey Wong
Associate Producer Gabriel Blake
Virtual Production Art Director James Grant
Lead Artist Kellie Brewart
Lead Technical Artist Luke Schloemer
Environment Artist Frank Capezzuto III
Environment Artist CJ Savage
Environment Artist Craig Tolliver
Environment Artist Nick Paparazzo
Digital Effects Artist Daniel Naulin
Lighting Artist Daryl Atkins
Lighting Artist Emerick Tackett
Digital Matte Painter Rick Rische
Compositor Jason Tranetzki
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Executive Producer Daisy Leak
Creative Director Craig Barron
Technical Director Russ Klinkerman
Technical Advisor David Swift
Tech Art Director David Dalzell
Producer Gabriel Blake
Lead Artist Tony Kwok
Lead Engineer Richard Zirbes
Lead UI/UX Designer Nicolas Hardie
Project Manager Brett Skaggs
Project Manager Max Geiger
Project Manager Josh Taylor
Engineer Bobby Speck
Engineer David Mazzocco
Engineer Scott Holman
Digital Effects Artist Sidney Olluyn
Digital Effects Artist Justin Dykhouse
Tech Artist Hugh McCullom
Lighting Artist Liesbet Segaert
Lighting Artist Emerick Tackett
Animator Mike Ryan
Concept Artist Frank Capezzuto III
Designer Daryl Kimoto
QA Manager Matthew Alcala
Release Manager Peter Geiss
Release Manager Alicia Mirelez
Production Coordinator Eddy Garcia