IWC HOME - Lazy
Studio: Epilog Creative Studio
Working on the project for this furniture brand was an incredibly inspiring endeavor for us. The IWC style, which defines cozy minimalism, is something we understand and value deeply. The atmosphere that the brand creates in its interiors affects all senses, providing a sense of security and satisfying a longing for beauty.
Our task was to create an animation for the IWC HOME brand that would highlight not only its aesthetics but also its functionality. We focused on faithfully reproducing materials, drawing inspiration from physical samples to ensure that every detail matched the original. Our goal was to showcase the character of their extremely comfortable sofa, which encourages being LAZY. We wanted our video to not only reflect the human dimension of the brand's styling but also to emphasize its attention to detail and coziness. Our intention was to create an experience that harmoniously combines the interiors of IWC HOME with the lifestyle of its customers.
Scope of Work:
• Concept and production of a fully computer-generated animation
• Reproduction of materials based on physical samples
• Designing an abstract space
The Lazy Collection - a creation of the IWC HOME brand, is a perfect example of modular design that shapes space in an incredibly elegant and comfortable way.
Its undeniable characteristic feature is the possibility of personalization. The sofa allows for the creation of various compositions, perfectly tailored to the individual preferences and needs of users. However, it's not just functionality that sets the Lazy Collection apart. The comfort it offers is absolutely incomparable. Deep, soft seating combined with wide armrests and a comfortable backrest constitute an invitation to complete relaxation. Moreover, delicate quilting and subtle shapes add harmony and elegance to the interior, emphasizing its unique character.
So, how do we create an advertising animation that visualizes the feeling of laziness, ignites the viewer's imagination, and tells a story about comfort? That's quite a challenge!
It is these details that capture attention and lead our story about the bliss of doing nothing. Call it magic.
Inspired by nature.
In creating the animation promoting the Lazy collection sofa from IWC HOME, our main sources of inspiration were nature and tranquility, which resonated through all aspects of the project. The artistic vision of the animation was to capture subtlety.
Our inspiration also stemmed from the undulating petals of flowers, symbolizing the delicacy we wanted to transfer to the interior. We wanted viewers to feel that they would sit on this sofa and immerse themselves in an ocean of peace.
Shadows also played a significant role, creating a subtle and changing play of light on the surface of the sofa, giving it an extraordinary charm and depth. The soft, fluffy fabric from which it was made was equally important, emphasizing comfort and luxury.
Creation Process
During the process of creating this animation, we decided to personally visit the IWC HOME brand's physical showroom in Katowice. This was an incredibly important experience that allowed us to interact directly with the Lazy Sofa and better understand its features and the materials used in its production. Thanks to this, we had the opportunity to observe its texture, softness, and comfort, as well as to closely examine every detail.
This experience inspired us to create even more precise simulations of materials to fully capture the realistic look and feel of the Lazy sofa. This resulted in a visual and sensory emphasis on its uniqueness in our animation.
Furthermore, by using photogrammetry, we were able to achieve an extremely accurate representation of the structure and texture of the materials. Photogrammetry is a technique that involves analyzing high-resolution photos from various angles, which allows for the creation of three-dimensional models and textures. As a result, we were able to precisely capture all the nuances and details of the fabrics, as well as their response to light and touch.
The realization of the advertising animation for the IWC HOME brand was an incredibly inspiring and exciting process for our team. During the work on this project, we had the opportunity to rediscover the value of details and materials, appreciating their subtlety and delicacy. Thanks to the use of advanced simulation techniques and photogrammetry, we managed to achieve an impressive level of realism that met our expectations.
This animation is not only the result of our work but also a reflection of our deep passion for art and design.
