The Mill was contacted by Google to create a VR piece to feature on
the digital educational platform g.co/britishfashion which hosts content
and stories from top British designers and fashion insiders, providing a
single destination to educate and inspire young fashion creatives,
designers and students. The project also supports the BFC’s Education
Foundation and aims to attract future talent into the industry.
four minute VR experience presents four British fashion icons; Naomi
Campbell, Anya Hindmarch, Edward Enninful and Joan Burstein. Each discuss private stories about an item that shaped
their career in the past and how they envision the future of the
British fashion scene.
Stylistically the icons appear intertwined
as though in a physical art installation, helping to bring each story to
life through a fully immersive experience. The Mill worked closely with
the BFC and Google, managing the process from its concept, to the shoot
as well as the design and VFX in the 360 format.
Mill+ Director Adam Grint explains, ‘This was such a brilliantly challenging but exciting project to take on.
the outset we wanted to create a piece that was as visually rich as it
was educational. We wanted to find that balance between making you feel
connected to these fashion icons by being in the same space, and the
piece being visually enticing enough to sustain attention over four
Ultimately, the aim was to impart wisdom in an
emotive way - to help the incoming generation feel emboldened and
inspired to pursue their dreams.
Conceptually the challenge was to
come up with an idea that uses the 360 space but not gratuitously, so as
to guide the user gently around the space and for that journey to be a
considered reveal of the space over time, always supporting the
narrative of the piece.
This needed to feel physical (despite the
proportion of generated assets), as we wanted this to feel like a real
art installation and one that you happen to be at the centre of as it
unfolds around you.
Practically we had to shoot the talent
separately due to availability, so we designed a system of light play to
transition between interviews which also helped us as an editing
The Mill were involved in every part of the capabilities, from early conceptions
with designers directly in C4D, to interviewing and filming these icons
of fashion through Mill+, to rendering 6000 frames of 4K CG, to finally
compositing in Nuke.
Our aim was to create an emotive piece that inspires and to be given such creative freedom to achieve that was such a pleasure.’