Motion Cloning

R&D Editorial
  • Creative Direction
  • Digital Film & Photography
  • VR Immersive & Interactive
  • Brand Film
  • 360 Photography

A collaborative project that explores the potential of artistically produced 360 and editorial content in the fashion industry, WALK worked closely with Territory Studios to create a content package that captures the energy and innovation of London’s fashion industry. Motion Cloning coincided with London Fashion Week 2016, and the package includes a 360 experience, a 2D film, Behind The Scenes video, GIF animations, and print and poster photography.

Devised to dovetail with shoppable e-commerce campaigns, the editorial package takes an agile multichannel approach that marries the strategic needs and campaign schedules of marketing departments with deep understanding of how to best leverage various technologies across platforms and channels – from web and socials, to 360, Virtual Reality and Augmented Reality.
“The ‘sticky’ potential of 360’s make them attractive content in the entertainment sector, and we felt that there was an opportunity to apply that approach to the fashion sector, where beautifully produced and choreographed fashion editorial can stand out as highly curated content marketing opportunities”, says David Sheldon-Hicks, Executive Creative Director of Territory.

The Photoshoot

"Fashion editorial is a fast moving sector that taps into aspirational and lifestyle trends, and it needs to keep up with technology in a way that works with brands. The artistic vision of this content package sets it apart, ensuring the creative and narrative control that fashion brands want as part of their campaigns"

Sebastien Pons, Creative Director and Photographer

The Film & 360 Shoot

Since 360 live action technology is still relatively new, we took the opportunity to explore tools and techniques to create a highly stylized visual experience. As non-linear narratives, there were a number of details that we had to get right from a technical and creative perspective. While the 360 allows the viewer freedom to explore the environment, we experimented with using the models’ poses, choreography and typographic elements as narrative tools, helping to direct the eye within the space and that was a really interesting challenge.

Nick Lyons, Designer

Behind the scenes