(February 26th, 2009 – Brooklyn, New York) Brooklyn, NY based Picture Farm Productions created a virtual runway display for the high-fashion Temperley London label, responding to the current economic climate, which has sent designers searching for new and innovative ways to reach customers, retailers, and the fashion community.
The installation was shown during New York Fashion Week at Temperley London’s Soho, New York loft space and consisted of three sets of High Definition video displays in a portrait configuration with models walking from panel to panel, synchronized to a custom soundtrack. The display runs over six minutes and is bookended by slow-motion moving portraits of models. The video display was also shown during an exclusive after-party attended by celebrities including Milla Jovovich, Michael Stipe of the band REM, and former-presidental daughter Barbara Bush.
Producer David Laster worked with the london-based creative team to choose the display and playback technology to project the models in the most attention-grabbing lifelike way. Initially, three Panasonic 103″ Plasmas were sourced from around the country, but it was later determined that they would not be able to fit into the SoHo loft’s second story space. Instead, 12 Akira MIS4201 42″ Plasma Panels were set up in 2×2 arrays. The plasma panels provided optimal brightness and contrast during the daytime in a space surrounded by floor-to-ceiling windows.
Synchronized hi-def video playback was accomplished with three Apple Mac Mini computers, running Renewed Vision’s ProVideoPlayer software, connected via DVI to the monitor walls. The software playback solution allowed last-minute creative changes to the displays, accepting Quicktime files sent from London over FTP.
Director Magnus Dennis, based in London, shot the runway models using a RED Camera, taking advantage of its high resolution and variable frame-rates to capture the quality and dynamics of the clothing. The video was composited, edited, and graded using Final Cut Studio 2.
Photos of the installation are available at:
http://www.picturefarmpro.com/temperley.html
Hi-Rez images available upon request from david [at] picturefarmpro.com
The video is available on a special micro-site including other online content at:
http://www.starworksny.com/temperley/countdown.php
See
http://www.temperleylondon.com/
The installation will also be staged in London and Paris during their respective fashion weeks.
CONTACT:
David Laster
Picture Farm Productions
http://www.picturefarmpro.com/
212-450-7952
david [at] picturefarmpro.com
