Next à Paris
Shopping in Paris Online with CINEMA 4D and Flash.
Flash is required!
From the rooftops of Paris to a café below, down to the subway and further to the rats in the sewer, visitors to the website of British fashion giant Next can explore the French capital from top to bottom via an interactive Flash movie designed by Engine Creative with the help of CINEMA 4D.
The online version of Paris was crafted to support the 'Next à Paris' national TV campaign. Engine undertook the ambitious task of re-creating the Parisian environment as an interactive Flash movie to encourage customers to view the making of the advert and, ultimately, purchase the products of the high street retailer online.
Users can 'shop the ad' by clicking on products that are revealed in shop windows as they appear in the advert, or by downloading an iTunes playlist shown on a subway poster.
The task of creating all of the various assets, from the 3D illustration of the building to the sewer complete with rats, was done in CINEMA 4D in tandem with the Flash development.
CINEMA 4D's Multi-Pass rendering feature helped to simplify the process of integrating the 3D output with Flash.
"The various assets were rendered as separate passes so that we could rebuild the illustration in Flash to add interactivity and parallax scrolling, where objects on different layers scroll at different speeds as the view moves left or right to create the illusion of depth," explains Matt Key, managing director at Engine.
"Next TV campaigns have now become events in their own right: Glossy productions shot on location that have helped to reposition the Next brand as desirable and aspirational," adds Matt.
"The online promotion is key to the overall success of the campaign, with the target audience expecting the same high level of quality throughout the digital experience."
About Engine Creative
Engine Creative is an award-winning, independent creative agency that helps forward thinking brands and organizations engage with and build their audience. We are commercially driven and focus on excellence with impact.
We have implemented creative strategies for: The University of Northampton, Toyo Tires Europe and N-Dubz. We have provided digital marketing expertise for: Tesco, Next and Viking.We have built global brands for: Universal Music, Ministry of Sound and Renaissance. We have created engaging and award winning content for: BBC Worldwide, Kaplan and WRAP.
We focus on superb creative output to make great things happen.
www.enginecreative.co.uk
http://www.enginecreative.co.uk/services/3d-cgi-animation