AOI Pro Japan freezes time for Nano – Universe with a first of a kind interactive web catalog
Japan’s fashion concept store, nano・universe launches their 2013 Autumn/Winter collection through an innovative web catalog called “Nano/Second”. A first of it’s kind for the apparel industry, what initially appears to be a fashion film turns the shopping experience into an interactive journey.
For the creative team at AOI Pro Tokyo, the goal was to present the collection online not as a typical media catalog or standard fashion photo site but rather to turn the existing conventions upside down and create something that had never before been seen in the fashion industry.
The film begins with a man holding a camera. As he takes a flash photo, time stops. The viewer is then guided through a room ‘Frozen’ in time of various characters wearing the newest nano・universe collection. The film reveals a clever photo relay where each character’s camera is pointed at a different character. The viewer can at any time pause the film to see the photo that had been taken and to see the details and even purchase the pieces that are being featured in the photo.
The concept behind this production is that all our overflowing passionate emotion towards an apparel item becomes condensed into a split-second moment. Brief as it is, the moment – which contains everything – is powerful and impactful. The ‘Frozen Time’ technique was used to capture one moment of a flowing visual, such as a fluttering skirt or a headful of hair flowing in the breeze. Attention was paid to even the smallest of detail, such as creating an appropriate crease in the apparel. To attain such positioning and precision, this three-minute seamless relay required a staff of 100 working over three days.
Credits:
Account: Toru Shibayama Cosmo Communications Inc）
Producer: Teppei Yoshihara （AOI Pro. Inc.）
Production Manager: Rikiya Saito（AOI Pro. Inc.）
Director: Kei Ohta（AOI Pro. Inc.）
Art director: Yuko Kondo（Land Ahoy Design Ltd), Ryuhei Nakadai（Land Ahoy Design Ltd）