Serial Cut’s Slick Use of CGI

Though recent weather patterns may suggest otherwise, summer is merely a fleeting memory, with that autumn feeling fast approaching. We recently stumbled upon the phenomenal work of Madrid-based studio Serial Cut, and more particularly a video they created for fashion/style giant DIESEL (who we are also especially fond of), that harkens back to those sultry summer days in the not so distant past. Showcasing their Spring/Summer collection, DIESEL commissioned Serial Cut to create this glossy, gravity defying promo loop, Melting Props, to display in store windows. We often find ourselves in awe of really well executed 3D/CGI work (here and here and here)… and Serial Cut’s work is among the best we’ve seen. In their own words: “A digital celebration of summer featuring pieces from this collection, including footwear, sunglasses, and bags, all inhabiting a glossy landscape. An ice cream cone, surfboard, and basketball all melt and dripping in the heat, encapsulated in a candy coating that shimmers through a rainbow of blues, greens, and pinks, with movements emphasizing the suspension of natural law as texture. Get into a surreal summer immersion, where gravity is merely a suggestion!”

Via serialcut.com

[vimeo 128513304 w=500 h=281]