London Craft Week
Digital Craft
For this year’s campaign, we set out to reimagine the visual language of contemporary craft by fusing cutting-edge AI techniques with traditional CGI methods. The resulting series of unique assets celebrates the intricacy of weave development within an otherworldly, iridescent structure.
We introduced a unique visual complexity by integrating text-based image generation into more established digital workflows. This struck a balance between contemporary craft’s tactile richness and digital innovation’s precision.
The dynamic behaviour of fabric was explored through a series of animations, capturing its swirling, billowing and rippling movements. By manipulating variables such as form, layering and detail, we digitally simulated the cloth’s fluid, expressive nature with control and precision.
We built a custom AI pipeline using ComfyUI to generate seamless, physically based textures, enabling the rapid creation of rich, tactile texture libraries. AI also served a conceptual role, helping us imagine fabrics beyond existing techniques and materials. Blending speculative design with image synthesis, we expanded the boundaries of digital craft.
Through researching a wide range of fabrics, seams, stitching techniques and construction methods, we understood how we might enhance each material’s inherent qualities. This exploration resulted in various experimental forms, emphasising details such as translucency, weave and layering.
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Credits
- Client London Craft Week
- Agency TM
