It all started when….

I was approached by the Creative Director of the Anatomy sportswear brand to help with the launch of their brand campaign. I sat down with them, looked through their products, understood their why and began cooking. The idea was simple, everything you need is already inside you. The brand is build on the idea that our mind body and soul are the three pillars of of what makes us great. It’s how the three points of the triangle are formed. The circle that encompasses is the infinite universe that surrounds us. With that in mind, I wanted to rewrite history and show this symbol across time and how great warriors (like athletes) wore a symbol of power. I wanted to associate this brand with that greatness. After testing the products myself for almost a year, I too became a believer. What you see in this film is how I felt wearing the Anatomy brand. The details in design and it’s invisible quiet luxury is what made this brand stand out.

This is the Anatomy Brand Launch Campaign. This piece was especially difficult because it leveraged several different production techniques to bring it to life. From 3D scanning characters, building environments in Unreal Engine, creating 3D animations using Blender for threads and even motion capture and character rigging, and liquid simulations. Then at the end of it all bringing in different AI and motion tracking tools to bring it all together. The entire process took about 6 months from start to finish and hundreds of ours but it was an incredible learning process.

TEAM
CLIENT Anatomy (iamanatomy.com)
CREATIVE STUDIO Mantis Labs
CREATIVE DIRECTOR Tamer Shaaban

PRODUCTION Oxen Studios
EXECUTIVE PRODUCER Greg Schoeinger
DIRECTOR Tamer Shaaban
SOUND ENGINEER & MUSIIC SHERIF SAMIR