The perfect storm is no match for the Apex Flex, The North Face’s latest addition to their line of outdoor gear. Director Paul Mitchell of Mill+ teamed up with Sid Lee to create ‘Apex Flex Rain’, which features the form of the jacket reimagined using CG rain and water elements.
The Mill’s VFX and Design team went on a mission to visualize the relationship between harsh outdoor elements and the strength and durability of the jacket. The linear narrative is disrupted by glitches that convey the contrast between water and technology, suggesting a message of unplugging and getting outside.
On set, the team paired the speed of a Phantom Camera with a rain machine to produce detailed close-ups of the interaction between fabric and water. Later, 3D artists added CG liquids to seamlessly bridge the gaps of the step-by-step transition from initial droplets to the final form of the Apex Flex. The raindrops were constructed in Houdini with Maya, Flame and Nuke completing the spot.
3D Lead Artist Peter Claes says, “We spent time developing the look of the edge of the mask as it goes from water, to the multiple threaded layers, to the final jacket shape. We also ran cloth simulations to add some life to the fabric and to get the folds to fall naturally.”
The intricacies of the piece relied on an innovative vision and a collusion of talent. Paul comments, “We wanted to portray the naturalistic realism that The North Face captures, so we really had to be strategic with our shooting. In order for this to be a successful project, we involved several departments across The Mill. It was a great demonstration of a team effort and creative collaboration.”