Diesel Show: Underwater Magic
Diesel's Spring/Summer 08 catwalk show, staged a few days ago at the Pitti Immagine Uomo fair in Florence, was nothing short of stunning. While regular human models paced up and down the runway, a host of polyp-like CGI characters appeared in mid-air to interact with them within an underwater landscape. And in a unique twist, these animated holograms were entirely viewable from both sides of the stage. But this was no Paul Daniels Magic Show trickery – more a perfect blend of cutting edge digital art and performance.
Diesel's Creative Team (under the direction of Wilbert Das) based the show on an aquatic theme entitled "Liquid Space" and brought together Barcelona animation studio Dvein – who worked on the CGI visual effects and 3D animations – and Danish multi-media production agency, Vizoo, who provided the innovative technology for the show, which they had created themselves. Neither studio, say Diesel, had previously worked on anything like this before.
Fascinated by their use of animated holograms in the fashion show environment, we asked Diesel to explain how some of the technology worked. Mysteriously, the nice guy we spoke to wouldn't give his name, nor could he shed too much light on the unique process they used. Keeping the magic alive you see. But here's what could tell us about how they did it...
"The visuals are projected through a series of 'foils' into mid air, so you see the images in mid-air. The models can then interact with them and walk through them. We used plastic foils placed at 45 degree angles so that the projected light from the ceiling goes onto a foil, is reflected on to another and then into the air.
We worked it so it had a real catwalk feel and so that you could view it from both sides: you can see the models, the holograms and the public from both sides. It’s never been used this way before as the technology has just been used in the corporate world before, for sales presentations, and the visuals have always just been viewed from one side. So we set up two rigs instead.
The animations were done with standard CGI animation software but were made for a 15m by 2.5m screen. It’s all rendered in HD, too, so was quite demanding as it’s 30 frames per second. We worked on the whole thing, from storyboard through to the final render in just two and a half months. Bringing together Dvein and Vizoo gave us this unique, truly holographic, 3D motion graphic experience."
Now that's magic, as the high-pitched Mr Daniels would say.
Production managed by Milan-based agency, PRY.
Youtube link's broken. Is this what you had in mind?
Yes, thanks. It's now embedded above.
if you need that type of gimmick to show your products, i'm guessing your product isn't that good.
the one in 2006 for alexander mcqueen with kate moss, provided by Musion Eyeliner 3D is much better. see it here: http://youtube.com/watch?v=GQT0vcw7xZM
Anything to distract from those horrible "clothes"
Brilliant. Now all there needs to be is an entire fashion show made from holograms. Though I would settle for a Blade Runner-style replicant show. ;-)
I thought the fashion industry was supposed to have outlawed underfed skinny anorexic models , obviously not from this exhibition and it is business as usual!
Sadly the bad choice of models of the bottom 3% of the size range , plus poor designs , who indeed would want to buy such rubbish?
don't think, that it was actually intended to present menswear but to do an outstanding promotional campaign ;-) and i agree: kate moss was more spectacular and even much more clever.
The strut that models use walking on the runway has devolved over time to resemble horses hobbled with some sort of tendon inflamation.
There were clothes?
So is it real 3D? Can you walk around it in 360 degrees?
what do the clothes look like ?
Holography it ain't. "Cutting Edge"? It's just an updated version of Pepper's Ghost (ca. 1860's), substituting cgi and a projector for a darkened room. Wow, we sure have come a long with in special effects!
Would have liked to see more syncronization with the light show and the models.
well now we know why they charge so much for the clothes, I have to say for a popular company as they are, their male models were walking way to stiff and just didn't seem rite, and some of the female models as well, just seems like they don't have that catwalk appeal like they used to. as far as the hologram show... sexi idea, but the sound to visual coordination needs a lot of work, once again for some one like diesel i would of expected a better show, and better music selection. just not impressed with the entire show, but the effects are neat, the clothes i dunno... maybe not ready for that style yet, and to the comment about skinny models, every person has the choice of how they appear, so don't lash out at them, the fashion industry shows what looks good, and no matter how much more politically correct tyra banks wants to make the world for don't try to be skinny love ur self how you are, no one still wants to see that.. beauty is beauty and thats how its displayed here.
LAME. The models could barely walk, the clothes were blah and it looked like a boring event. Diesel has had their day and all of this makes me glad I never bought a pair of their jeans.
Amateur6 is right - it's just a retooled version of the old Vaudeville 'Pepper's Ghost' (which is the very same trick Disney uses in the Haunted House for the ghostly Ballroom).
The reason the 'nice guy' was so vague about the process is that it's so trivial. You can do it in your living room with a piece of glass and a tv monitor.
There is currently no technology in existence that can project full three-dimensional holograms into space. If there was, don't you think we'd be seeing it on every advertising hoarding in the known world?
Diesel blew McQueens show out of the WATER...Literally. Kate Moss...what is she 40 now? And for all the model critics...take your ugly asses up there and walk the cat walk if you think you can sell the looks. I think the models did great! Bravo Rosso! :)
I don´t like diesel, and my dislike for the brand was re-enforced by the end with the cocky guy spraying the "demon encrusted perfume"..
However, I believe my disliking is based on envy and jealousy, just as I suspect most of the negative comments above are.
How many of the commentators would be able to pull off something like that, even "in your living room with a piece of glass and a tv monitor" ?
Wow! i impress
i was at the Diesel show and I must admit - it was pretty breathtaking. Diesel's clothes arent that great and the models etc aren't particularly cool but that it because their core market is Eurotrash, what else can you do about that?! However back to the show - i did think the Kate Moss/McQueen was far more beautiful and artistic but the Diesel presentation was also noteworthy. You couldn't see the foils so it looks completely 3D, as if the aquatic trail was totally mid air. and it was sequences to both the models and the music, i don't think that comes across in the youtube clip properly.
And in regards to 3D hologram technology not being in existence...I saw several TV screens in Bangkok shopping malls that projected the advertisements in 3D about a metre away from the screen. I was suprised that i hadnt seen that technology utilised anywhere in the West.
Don't Worry, Be Happy! =)
This seems like a really interesting technique for fashion shows, the video is certainly impressive. Do you think this is the beginning of a new trend?
360 Holographics DOES EXIST, but it is new and the technology is still being perfected, the Diesel show looks amazing though...
I think it looks amazing. I would do anything to be one of those models strutting their stuff on that catwalk. A truly amazing show!
I love their style, they did well with Liquid Space, i bought couple of they'r runway pants and i love them, and all of they'r styles are grate and unique, i just think that there is allot of jealous people out there judging negative, and give a brake, models did grate, its not an easy job...
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I'm amazed at the number of negative comments this blog post attracted. On a blog targeting the creative community we should celebrate such inventive work. Have the detractors actually watched the video? Unbelievable.
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