(New York, United States--September 9, 2014) aWHITELABEL/Sibling Rivalry product has completed a new campaign for T Galleria by DFS campaign, which is told through the pages of a classic travel journal. Developed in collaboration with agency AR New York, the 360 campaign was directed by aWHITELABEL/SR product’s Mikon van Gastel, who creative directed the project through completion via design studio Sibling Rivalry.
Featuring collage-like cut-outs and ink illustrations by noted French illustrator Cassandre Montoriol, the campaign unites various art forms – writing, illustration, photography, animation, and live action – to create an iconic look that captures the spirit of adventure in travel. As the pages turn, hand drawn maps, painted characters, street scenes and photographs are brought to life and animated to express the wonders of travel. Explore it here: http://www.siblingrivalrystudio.com/studio/dfs-fall-winter-2014
Under the creative direction of Mikon van Gastel, design studio Sibling Rivalry was tasked with artfully combining all of the mixed media into beautiful stories that unfurl using a combination of 3D and cel animation to bring the characters, and their travel stories to life. In each of the six narratives, the audience is transported on a series of animated and delightful adventures to iconic DFS destinations, including Hong Kong, Singapore, Hawaii, Guam, Sydney and Okinawa.
“The nostalgic feel of the illustrations evoke a golden age of travel, and these are juxtaposed with the high-end styling, products and photography, to create a lively depiction of each location that feels intimate and unique,” notes Mikon. “In Hong Kong, the first of the six spots, the journey is reflected in a bottle of perfume, travels through neon-lit streets and skyscrapers, and finally ends with an ascent by tram to the Peak and the breathtaking view of Victoria Harbor.”
The animated journal pages, print photography and illustrations were used to transform each store, including displays in store windows in these select locations. The live action and print elements were shot using 4K resolution, which allowed any asset from the broadcast campaign to be used on large screen LED displays, posters and billboards.
To bring the pages of the travel journal to life in-store, windows exhibit rich motion graphic screens projecting travel-inspired quotes such as “A journey of a thousand miles begins with a single step” as well as projections of vintage 8mm videos. Inside the store, glass display cases contain actual travel journals embellished by drawings, colorful illustrations, photographs and written messages of the local sights and culture of the store’s location.
“We forged the alliance between A White Label Product and SiblingRivalry to produce multiplatform campaigns that bring together our combined strengths in live action and design-driven production,” says EP Maggie Meade. “The work for DFS is a wonderful example of what our collaboration can yield. We are thrilled to see it come to life.”
New DFS Campaign By aWHITELABEL/Sibling RIvalry Product Captures The Wonder Of Travel
Agency: AR New York
CCO: Raul Martinez
ECD: Paul Eustace
Art Director: Jeff Burch
Executive Producer/ Head of Production: Brooke Kaylor
Freelance Executive Producer: Carol Stevens
Live Action Production: aWHITELABEL/SR product
Director/Photographer: Mikon van Gastel
Director of Photography: Tristan Sheridan
Post Production, Design & Animation: SiblingRivalry
Creative Director: Mikon van Gastel
EP: Maggie Meade
HOP: Joanna Fillie
Post Producer: Bridgette Spalding
Editor: Gabe Darling
Compositor: Keith Kin Yan
Compositor: Dimitri Luedemann
Cel Animator: Mark Phillips
Animator: Miro Sisma
Illustrator: Cassandre Montoriol
Music Composer: Jeremiah Bornfield