The team at London CG studio Found re-imagine Ralph Lauren’s 888 Madison Avenue flagship store and its storied windows to frame oversized products rendered in obsessive detail for the brand’s holiday gifting global campaign.

From Found: “The main creative challenge for this project was to showcase each product in a texturally rich and atmospheric environment with depth and seasonal character. The final films had to sit seamlessly alongside existing photography, belonging unmistakably in the Ralph Lauren World.

“We went through an extensive phase of research, environment design and art direction before selecting our key spaces. Designed with enough scope to cater for each product’s unique story, we found new angles and perspectives to keep each film feeling fresh.
 

“Recreating the iconic polo player logo for the Polo Shirt was an exercise in intricate modelling and precise fabric detailing. Cinematic camera work and shallow depth of field adds to the reverential feel.”

 
“Once established, swapping out key-props allowed us to efficiently reversion without a complete overhaul. With so many scene objects and high-res PBR textures, we had to manage our scenes shot-by-shot to keep the production agile.

“Celebrating the materiality and craftsmanship of each product, the modeling and texturing had to look photo-realistic at every level. The Knitwear Jumper, Polo Shirt, and Polo ID bag were particularly challenging, given their soft feel and fabric construction.

“We paid particular attention to the jumper’s embroidered bear design and the shirt’s iconic polo player, adding extra thread details and subtle imperfections to assist the close-up shots. For a more realistic finish overall, we modeled the garments in Marvellous Designer and then simulated the folds in Houdini, allowing us to test different compositions and styles.”

“Recreating the iconic polo player logo for the Polo Shirt was an exercise in intricate modeling and precise fabric detailing. Cinematic camera work and shallow depth of field adds to the reverential feel.”
 
 

 
Client: Ralph Lauren

Production: Found

Audio: DJ Harrison