BACTERIA DYED FABRIC
Art direction project, formulating a new campaign concept for Simone Rocha. Exploring bacteria dyed fabrics in response to heightening interest in sustainable fashion practices post-Covid.
Concept Mood Board : Bacteria growing. 3D garment animations. Negative photo development to reflect Victorian photography. Focus on texture, details and movement of fabric. Triptych Layout due to religious connotations which are often portrayed in Rocha's work.
Event concept, Serpentine Gallery building projection showcasing short film documenting the process of using Bacteria to dye fabrics. Two illuminated sculptures containing QR code allow the audience to further explore sus-tainable fashion.
Please see video below.
Short film documenting the process of using Bacteria to dye fabrics. Binaural audio creates an almost tactile, immersive experience. Abstract visuals create a more visually intriguing documentation of the scientific process.
Interactive virtual reality experience concept for Simone Rocha website. Audience can interact with digitally rendered versions of Rocha’s garments using haptic-touch, enhancing the understanding of the materials and handwork behind them.
The campaign will be promoted in a series of Instagram posts which combine visuals from the virtual and physical experience, with photos of the collection by Yii Ooi that capture movement in a static image. In this way, the relationship between the garments and the concepts behind the campaign can be clearly defined.
