A multi-media campaign for H&M and IKEAS’s Atelier100 programme. Prior to launch an initial ‘Open call’ was issued to engage with the best designers and makers within a 100km radius of London. Key factors of selection were sustainability, innovation and proximity to local manufacture. 13 successful candidates were chosen from hundreds of applicants and mentored with the intent of bringing their products to market. The aim of the campaign was to promote the designers and encourage customers to visit the Atelier100 retail space or purchase the products online.
The core concept was to express the 13 products as fully-formed three dimensional objects – bringing them to life through animation – difficult due to the ‘handmade’ and analogue nature of the designs. To achieve this we worked with image-maker Leon Chew – utilising a 3D object scanner to create ‘digital facsimiles’ of each product to be used across the various channels of the campaign. The process brought a hyper-real aesthetic giving the imagery a unique visual language.
The campaign could be seen across all social channels, throughout London – on both the Underground and on the high street and on several large scale-site specific animations at the Livat space in Hammersmith where the Atelier100 store is based.