PROJECT: POLO RALPH LAUREN / M.P.C. 'POLO 4D'
PRODUCTION: MPC CREATIVE
CREATIVE EDITOR: DAVID ESTIS
EXECUTIVE PRODUCER: TIM DILLON
A 150-foot-wide wall of water in the middle of Central Park became a dramatic cinema screen for the launch of Ralph Lauren’s Polo for Women Spring 2015 line. An innovative 4D fashion show was projected in high resolution on the fan-shaped water screen, which towered 60 feet above the park.
Created by MPC through a mix of live action and CG, the striking runway show surprised a teeming crowd of fashion insiders, many of whom could be seen capturing the experience on their phones. Holographic models showcased the Polo line while navigating a dynamic backdrop of New York’s streets and iconic monuments, such as the High Line, the Brooklyn Bridge and Ralph Lauren’s flagship 5th Avenue store. Through the 10-minute film, which consisted of over 13,000 frames, more than 50 fashion looks took on an ethereal quality as they were beamed onto the water in 4D.
“I really wanted to do something big for the new Polo Women’s brand – something set in the city — that felt modern. We returned to Central Park, a place I love, and captured the spirit of Polo with a truly innovative mix of fashion and technology,” said Ralph Lauren.
The action was captured over 2 days by a crew of over 75, with the help of large green screens and a computer-controlled camera rig. Tim Dillon, Executive Producer at MPC Creative, hoped for the event’s attendees to be “inspired by the forward-thinking approach that Ralph Lauren has taken to its use of technology, and events like this.”
Fabler Studio was tasked with editing social media content for the event, which included teasers and coverage of the show itself, along with a video detailing the incredible behind-the-scenes work of creating the 4D content for the fountain-like screen.
Consequently, the show left a lasting impact not just on the excited onlookers in Central Park, but also in the press: Elle hailed the night as “one of Fashion Week’s most noteworthy experiences.”