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Opening Sequence

Melbourne Spring Fashion Week 2015

Client: Melbourne Spring Fashion Week
Agency: City of Melbourne
Animation Type: 3D, Motion Graphics

Executive Creative Director
Callan Woolcock
2D Artists
Oz Smith, Frankie Lee, Mary Jade Ngo, Dileepa Solangaarachchi
Creative Director
Oz Smith
3D Artists
Oz Smith, Frankie Lee, Mary Jade Ngo, Dileepa Solangaarachchi
Danielle Carter

Our opening sequence for Melbourne Spring Fashion Week 2015

As the lights dim at Melbourne Town Hall, the hustle and bustle of excited fashionistas calms... in anticipation for the first models to walk the runway. Towering above them is the backdrop, a 75-foot projection screen. The City of Melbourne’s Iconic logo appears on it. It explodes into 3D fragments - then the show begins.

These seven pieces were each designed for different categories of runway show at Melbourne Spring Fashion Week. Given their purpose and the sophisticated taste of their audience, all seven pieces had to be works of art.

There’s something intriguing about the sight of a solid icon shattering so fiercely, before its shrapnel suddenly morphs into something so - paradoxically - delicate. The shards would take new life as flittering tangerine-coloured butterflies in one piece, while they would materialise as soft, ethereal feathers in another.

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