Meet the new Parametre

Create a premium textile advertisement that conveys the haute couture feel of the t-shirt. The film had to be impactful and carry a strong brand image from the very first seconds.

The film opens with the logo being generated, embroidered thread by thread, to establish the brand identity straight away. Close-ups then show the detail of the stitching, as close to the material as possible.

To express the lightness of the t-shirt, we animated it in gusts of wind, with a cloth simulation that captures the drape of the fabric. A dark atmosphere and contrasted lighting heighten the reveal: the product emerges from the shadows, detail after detail.

A short, dense film in which every shot reveals a quality of the product: its identity, the precision of its stitching, the lightness of its fabric. Created entirely in CGI, with no shoot.