H&M A metaverse design story

Kristen McMenamy and Vittoria Ceretti in a blacked out 120 camera ring for H&M, shooting fake snow in the dark through a July heatwave.

What Did We Do?

For H&M’s Metaverse Design Story campaign, we shot bullet time scenes with two generations of supermodel: Kristen McMenamy and Vittoria Ceretti. The collection mixed physical garments with digital ones designed with the Institute of Digital Fashion, shown through AR filters, so the film work had to sit comfortably between the real and the rendered.

We built a fully blacked out 120 camera, 10 metre diameter, 360 degree array inside the colossal OMA ONE stage in North London. The Parisian CGI team worked with us directly on set, take by take, finding the balance between what the director wanted and what post production could actually build on.

Our rotational footage was complemented by ARRI cine cameras on a MagTrax remote dolly running in another part of the studio, and the two systems’ material was cut together in the finished films.

The strangest part: several days of working in a blacked out set covered in fake snow, while a July heatwave cooked the world outside.