Once they were ready, we delivered a load of assets to the Heresy team, including content for social media. This was made up of mini films, the mood film and the lookbook film as MP4s, as well as stills. Different elements were packaged and sent at different stages, according to when it was going to be rolled out. First they released loads of teasers, then the final films.
I don’t think we would do anything differently as it all worked so organically. Heresy were on board the whole way, so there was constant momentum, and our paths never diverged. In the end they were really happy and subsequently made this awesome shirt with a 3D asset in response.
We got some great feedback, especially for the 3D scanning, as it's not something people had seen much of in this way. Some viewers weren’t sure what they were looking at – which means it might be more likely to stick in their minds.
Looking back, it was a very exciting process for us. The 3D scanning was the biggest challenge for us, as we didn’t know much about it beforehand. But it turned out a hell of a lot better than we expected! From early on, we realised we needed to keep up that polished appearance. And it was brilliant to see how this kind of animation brings things to life, making objects do things that they can't do in reality.