New York is one of the biggest fashion capitals of the world, and holds New York Fashion Week annually. This event is coming up on its 80th Anniversary. I wanted to design a unique and upscale branding system that commemorated NYFW. I aim to create an unforgettable and unique experience.
The steel beams rendered in 3D were inspired by the iconic photo “Lunch Atop a Skyscraper” taken in 1932, during the great depression. Much like that time the nation faces another obstacle. The steel beams are a distinct architectural feature specific to New York. The image represents the city being built from nothing and gaining its reputation much like NYFW.
Utilizing the well-known imagery, I created an instagram filter within Spark AR with the 3D steel beams animated in Cinema 4D then exported as an image sequence. After importing the animation into Spark AR I tested multiple times on my phone to make adjustments to size, and color elements based on how it interacted with indoor and outdoor environments. The effect brings the branding to life and allows the viewer to interact with it more intimately through the lens of their phone. Going deeper into this integration, once the viewer posts on their story, they swipe up and gain access to an exclusive link to the NYFW closing party in collaboration with DKNY.
