Ralph Lauren 4D Fashion Show

2014 - Ralph Lauren Holographic Water Projection

CLIENT: Ralph Lauren

PRODUCTION CO: Moving Picture Company (MPC) - NEW YORK, NY

This was probably one of the most challenging and rewarding projects I’ve ever worked on. When we started this, I think it’s fair to say, we didn’t know exactly how we were going to achieve it. With only a couple of months of production time, we had to run a very tight ship and work out a tetris-style roster of artists. Combining live action with 3D animation and 2D compositing, we also had to contend with the fact that projecting onto water is not like projecting it onto a screen! This required secret testing in New Jersey at 3am, and many many late nights. But the results were magical.

In loving memory of our Creative Director on this project, David Estis, my personal mentor and friend.

My Role

Producer. In this case, that meant:

• setting up scope, budget and production timeline,

• setting up the entire production pipeline including building a 3D team which could scale up and down according to speciality,

• overseeing the timing of the 3D production alongside the 2D compositing timeline,

• managing color correction and rotoscoping of assets including tracking all shots and distributing to the next team member,

• solving day to day issues such as lack of rendering machines for a project of unprecedented scale, the electricity nearly getting cut off, technical problems requiring specialist IT intervention,

• supervising overall finish (the only component I was not directly involved in was the live greenscreen shoot, but I did have to process nearly every frame of it at some point to go into the larger project!),

• overall tracking and management of the team, timeline, scope and budget.