STUDIO : THE MILL NY
ROLE : DESIGNER/ANIMATOR

Building on the success of last year’s partnership with GARAGE Magazine, The Mill collaborated with Marvel Comics, renowned makeup artist Pat McGrath, and fashion photographer Patrick Demarchelier to bring the magazine’s Spring/Summer 2016 issue to life.

The new special edition covers feature Candice Swanepoel, Adriana Lima, Lexi Boling, Cuba Tornado Scott and Karlie Kloss as Marvel-inspired characters Spider Gwen, She-Hulk, Captain Marvel, Thor, and Black Widow. When viewed through the newly relaunched GARAGE mobile app, the fierce heroines transform into 3D superheroes, bursting from magazine cover into a 360 augmented reality experience, controlled by the reader. What could be more badass than that?

To accommodate for these explosive new covers, the Mill’s development team rebuilt the GARAGE mobile app from the ground up. The result is an intuitive and powerful AR platform to bring the pages of the magazine to life and act as a home to all things GARAGE, including past and current cover content.


“The Mill’s Creative Director, Andreas Berner, comments, "After our previous experience of working with Garage we were keen to jump on the concept of bringing strong super heroines of the Marvel universe to life. Each cover is an emergence of female power in a stylized environment that allows the creator and audience to expand gender equality to unapologetic levels. We took full advantage of the rich and artistic Marvel history, to create spellbinding visual narratives that through the use of augmented reality literally reached outside of the magazine’s constraints.

“Patrick is an institution in the world of fashion photography, and this project presented an exciting opportunity to combine his vast experience and keen analog fashion eye with our team’s digital and vivid design sensibility. Ultimately both approaches are telling stories that engage, enabling the viewer to experience best of both worlds in a hybrid form.”

The Mill’s Creative Director, Andreas Berner, comments, "After our previous experience of working with Garage we were keen to jump on the concept of bringing strong super heroines of the Marvel universe to life. Each cover is an emergence of female power in a stylized environment that allows the creator and audience to expand gender equality to unapologetic levels. We took full advantage of the rich and artistic Marvel history, to create spellbinding visual narratives that through the use of Augmented Reality literally reached outside of the magazine’s constraints.

Patrick is an institution in the world of fashion photography, and this project presented an exciting opportunity to combine his vast experience and keen analog fashion eye with our team’s digital and vivid design sensibility. Ultimately both approaches are telling stories that engage, enabling the viewer to experience best of both worlds in a hybrid form.”

CREDITS 
Agency
Agency: Chaos Fashion 
Creatives: Charlotte Stockdale, Katie Lyall 
VFX & Design
VFX & Design: The Mill 
Executive Producer: Sallyann Houghton 
Producer: Anna Borysewicz 
VFX Production Coordinator: Katya Pavlova
Creative Director: Andreas Berner 
Design: Pierce Gibson, Gap Sangpattharamatee, Anthony Dodero, Mikhael Villegas
Real-time 3D Lead: Raymond Leung