Sketches of various dresses and poses during art direction of the photo shoot.

Backstage

First rough sketches off the different styles were drawn in the studio at the end of the shoot.

Rune Spaans and his team commenced to do the 3D-work. Firstly, the body had to be rebuilt in 3D to get the stance right. The dress was then modeled onto the frame. To the left: The flat sketch. To the right: The draped 3D-model.

When the shape was ready, the UV-map was passed over to us so that we could start working with the text layout.

The typography was meticulously filled in.

It required a lot of testing and “alternative kerning” to get the typography exactly in the right spot. With the UV map ready, Rune could now make a render of the final dress. Here are the results.

The ads were published in a nationwide campaign that ran in magazines, newspapers and on boards .

The campaign was commissioned by the creative team Ole Henrik Stubberud, Heidi Mittun and Elin Dorum Bengtsson at Kitchen.
Foto: Massimo Leardini
Model: Kari-Anne / Team models
Hair & Make-up: Agnes Guldbrandsen/Pudder Styling: Linda Myrseth/Pudder
3D work: Rune Spaans/SuperRune (Light, render og compositing) Christer Sveen (Modeling)

The original Flexus travelcard illustration.