The Gore-Tex Campaign
The side-by-side motifs illustrate the functional principle of textiles by comparing them to animal physiologies.
The campaign was run in the USA, Europe and Russia.
During the pitch-phase, we were asked to develop a new campaign-look. The briefing did not include any visual guidelines.
To be shown were the fabrics’ functions — not the fabrics themselves. We started out with some very free approaches.
One of our first ideas was to layer diagrams over close-up photos of body parts. The diagrams were intended to look like
very complex infographics and illustrate the multiplicity of knowledge that goes into the production of functional wear.
Client and agency took on this approach and developed it into the animal-human-campaign.
Next, the diagram illustrations’ look was to be designed. Many variants were tried out.
To approximate them to animals, the diagrams no longer were to be just white,
but adopt colors from furs and plumages and illustrate differences in temperature.
For each individual motif, numerous variants of shapes and courses of arrows were compared.
The photographed body parts were re-constructed as 3d models, true to shape, and the diagrams created on these
models’ surfaces. In a 2d compositing, the rendered diagram structures were then combined with the photos.
In many cases, a number of sheaths at different distances to the surface of the skin needed to be created from the 3d reconstructions of the photographed bodies.
Some of the motifs were adapted for different sexes and ages.
To apply the same look to very dissimilar shapes posed a particular challenge.
One of the images' special appeal lay in the superposition of two completely different kinds of high-resolution textures — the organic structures of the skin, and the synthetic appearance of the graphical elements.