Euro fashion label GUNEE takes the road less traveled by avoiding product shots in this latest video for their men’s wear line directed and animated by Thomas Gugel, a freelance designer and digital artist based in Cologne, Germany.

Thomas Gugel: “The materials and shapes of the animation almost naturally evolved by comparing the different parts of the hand-drawn pattern with photographs of rock formations – footage I collected over the last years of traveling – never sure what I could use these for.

“When I was pitching some first ideas to GUNEE, the two founders were courageous enough to consider the final concept as their image-clip and were willing to leave the creative process and the production mostly unrestrained.

“This working relationship created the opportunity to dig deeper into Redshift as the main Render-Engine. Plus, scripting customized python generators in Cinema4D to speed up the production workflow.

“The python scripts were mainly used as a bunch of little helpers. Stuff you can do with standard Cinema4D tools, but it did its purpose much quicker and more customized to my needs.”
 

Client: GUNEE Homme
Concept: Thomas Gugel, Eugen Laitenberger
Design/animation: Thomas Gugel

Music: Telefon Tel Aviv