As the lights dim at the Melbourne Town hall, the hustle and bustle of excited fashionistas calms in anticipation of the opening of MSFW. The runway backdrop, a 75ft projection screen. The City of Melbourne’s Iconic logo appears and explodes into 3D fragments twirling and floating across the screen. And the show beings.
In collaboration with Landor, A global leader in brand consulting, our Motion team brought the Iconic City of Melbourne logo to life for MSFW 2015/2016 “giving those (in) attending a chance to experience their city’s icon like they’ve never seen it before.”
To complement and integrate with the overall MSFW campaign, our first animation epitomizes the core campaign elements with striking teal foliage and the rush of tangerine butterflies amongst the dynamic logo fragments.
Alongside the main MSFW campaign Logo, we brought to life personalized logo animations for each of the 7 runways, encapsulating the essence of each diverse runway theme.
For each show the logo took on a new identity, exploding and revealing numerous trends for SS 2015/2016. Vibrant and romantic roses for Spring Fashion, Striking masculine Peacock feathers for Mr and Light ethereal feathers for Contemporary.
These animations brought a new life to the City of Melbourne and their Icon, cementing and integrating their involvement and importance across all facets of MSFW.