The location always played an important role on Napapijri campaigns, but due to the pandemic, it was known that shooting in almost inaccessible and amazing places, as we did before with other projects for the brand, wouldn’t be possible at the time. That’s why we took the decision to recreate landscapes indoors. The shooting occured in Milan, in a studio with a green backdrop, where the models were captured individually, rotoscoped and, finally, inserted into 3D scenarios previously built by us.
To cover different lines and commercial pushes of the brand, we had also to create special aspects to give this feeling to the customers. The first thing was using the rectangle of the logo as the primary form, the abstract element linking all the collection’s segments. We played with it in different ways, changing materials, light and textures. We also chose different scenery to divide the story into chapters, from day to night around ice mountains, including an special colorful aurora borealis effect.