Spring has sprung in Melbourne. And along with it, the Melbourne Spring Fashion Festival.
Jumbla was entrusted with the creation and animation of five beautiful runway signifiers, to play on the big screens while the models strutted their stuff at this year’s most celebrated Australian fashion event – each contrasting, but distinctively evocative of springtime in Melbourne, and the season’s close relationship with the fashion world.
This isn’t the first time we worked with Melbourne Spring Fashion Week – we also created the event graphics for last year’s festival. But this year, the animation working process was different – we were given several prompts for our animations: urban bloom, contemporary, spring carnival, Mr Runway, and resort. The rest was up to us.
Interpreting the brief
"When we did the graphics for Melbourne Spring Fashion Week in 2015, we were given the themes as well as the designs to follow, so it was more of an animation project. This year, we were given more freedom," said Jumbla Creative Director Oz Smith.
"We were sent the runway themes and had scope to design the spots and plan more detailed animations. Because we were involved at this stage, we were able to design some spots in 3D and some in 2D to give more variety."
Overcoming obstacles
"The main challenge we faced was that we had to contend with creating a variety of styles, while making them feel like they were from the same family," said Oz. "To get the final designs, we referenced a large amount of imagery, from high end fashion commercials to floral illustrations and retro posters."
On the contemporary night of the festival, Steve, Cal, Frankie and Oz attended as VIP guests (show bag included) – and got to see Jumbla’s hard work, up close on the big screens.
"It was great to see our work at the shows," said Oz. "That part never gets old."
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