Clayton Welham, CD at Found Studio in London: “Inspired by the classical Greek goddess of hope, Elpis, we created a series of CG films with Burberry to celebrate the launch of their exclusive new Olympia bag range, designed by Ricardo Tisci.

“Balancing the contemporary and classical, Found explored the intricate details of the bags’ design. Crafting a series of films, rich with close-ups and abstract shots, we created an enticing journey to immerse the viewer in the bags’ material and textural details.

Metamorphosis is a common theme across this series of films. In them, we see Elpis glitch, morph and transform into flowing porcelain. Around this, the films tease the Olympia bags – introducing them, obscuring them, and then framing them as the hero.

“Working with the Burberry art direction and digital team to realize Ricardo’s vision was a process we loved. Whilst being aware of the wider campaign, we were given the freedom to bring an edge of our own to these showcase films, pushing the team’s texture, material, and lighting skills to produce something classic and contemporary.

“The cleanliness of Burberry’s house style and the stark white of Greek sculpture mixed with the contemporary pop colors of the Olympia Bags, was a perfect combination.

“The biggest creative challenge? Figuring out how to stretch, morph and animate the porcelain in a way that sat with the classicism of the wider campaign look and feel. Through this process, we discovered unexpected ways of moving through the set-up with their cameras. The finishing touch was adding drama, through fast-cut editing to the FKA twigs soundtrack.”

Schedule: Eight weeks.
 
Client: Burberry

Production: Found Studio
Director: Found Studio

Music: FKA twigs

Toolkit: Cinema 4D, Houdini, Octane