Creativity, style, technology and innovation come together in the new Antony Morato Fall Winter 2024/25 campaign.
The Antony Morato brand is a forerunner in the use of new technologies that bridge the gap between the real and digital worlds by merging the shots of photographer Mattia Guolo, the creative direction of the Golab agency, with the hyper-realistic 3D scanning technology “Digital twin”.
Consistent with its inclusive and global vision, the campaign concept celebrates the brand’s DNA and the group’s harmony: the approach is almost sculptural and minimalist, combining the sharp, contemporary lines of Antony Morato’s aesthetic with the possibilities of virtual entities.
The image is clear and striking thanks to the white background that focuses attention on the models, arranged in a linear fashion, creating balance and connection with the observer. In contrast to the white background, the models wear looks in a colour palette dominated by intense, glossy and matt blacks, which make the image stronger, more concise and immediate, bringing back the DNA of the brand but in a modern key, in line with the new ‘minimal fashion‘ trends.
The result presents images in which real models and their digital twins alternate, creating a dynamic interweaving of shapes and suggestions.
For the creation of the digital twin, the model is placed inside a scanning chamber equipped with several cameras and sensors. Around 200 shots of the model are taken from different angles to obtain a complete 360-degree reproduction.
These images are then digitised, merged and processed, enhancing the details to ensure accuracy and realism. The final 3D model can be used in multiple applications, including virtual reality, augmented reality and other digital media.
P.Rew.: Antony Morato Press office