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Behind the Post-Production Wizardry of H&M’s Charming Handmade Spots

H&M’s new socially conscious promos are charming spots that looks handmade, but actually took a high amount of comupter-generated pre-production and post-production wizardry, combined with in-camera effects, to make work.

As technical director Michelle Higa Fox tells Motionographer, “We were able to effectively pre-viz everything in After Effects. We matched the AE camera and 2.5D layers exactly so that our Photoshop files that went to print showed up in the After Effects’ “camera” as they would on the Canon C300. We were able to see exactly what kind of cropping would happen if a piece of artwork was slotted an inch closer to camera and adjust all bleeds and scales accordingly.”

Read the full story here.

H&M on Closing the Loop from Mixtape Club on Vimeo.

H&M on Conscious Materials from Mixtape Club on Vimeo.

H&M on Fair Living Wage from Mixtape Club on Vimeo.

H&M on Water Stewardship from Mixtape Club on Vimeo.

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