THE 3D CAMPAIGN

This season we have unveiled our collection with a 3D-technology film. The idea was to innovate, by providing a real-world and tangible aspects of the clothes and the landscape. Meet Scumboy, the South African 3D-artist behind the film.

Tell us a little bit about yourself (Who are you, what do you do, and where are you located?

My name is Oliver Hunter Pohorille but I go by SCUM BOY, I’m a South African-based 3D designer and artist who has a strong passion for world-building and the character design

How did you start this career path?

I’ve always loved the creative industry and always wanted to be a part of it but wasn’t sure how. I tried to film, photograph, and write but nothing really felt enough and I wanted more. I found 3D animation and become completely obsessed with it and now I’m grateful it’s a full-time career. 

What phase of the creative process excites you the most & why?

My favorite part is setting up the scene and building the world. I love placing every individual element into the scene and setting up the lighting in a specific way. It’s beautiful to watch something that was originally just a few shapes form into a whole world. 

Where do you find inspiration for your projects? Who inspires you!

I find inspiration all around me, from the nature I see outside to movies I watch and fashion I see online. Everything is inspiring. 

What constitutes a strong visual design?

I think juxtaposition, lighting and color are the basis of any good design. You need the elements of a scene to work with each other, not against each other. You need the lighting to enhance certain subjects and elements, I always find that lighting can drastically change a scene. For the Allëdjo campaign there was about 15 different light sources that I placed to highlight specific things. And finally, color allows the artist to draw the eye to specific things, if everything is one hue it looks washed out and under saturated. These three things make a beautiful scene. 

What are you most proud of from the finished product?

I’m incredibly proud of the whole design but my favorite elements are the island of Mallorca and the garments. I put a lot of time and energy into recreating the island and making sure the garments flow as they would in the real world. 

What was your biggest learning experience from the Allëdjo project?

I find that after every project I finish, I always learn something new. And specifically for this project it was to trust the process and trust the vision of Allëdjo as well as my own vision. I think this project was all about collaboration and creating something we both loved and were proud of. 

What are you most excited about for the future of digital fashion and where do you see it headed?

I love digital fashion and I love that it is becoming more used and accessible. I think especially in Africa it is a beautiful new tool for designers to showcase their work on a global level. 

What can we expect to see from you next?

Definitely more digital fashion and more work with high-end fashion brands. I have a few big projects in the work that I’m super excited for. My goal for this year was to focus on digital fashion and so far, it’s working out pretty well. 

 Where are you spending your next holidays and why?

South Africa has so many beautiful locations, so for my next holiday I’m visiting the hot springs which are about 2 hours out of Cape Town and are all-natural earth heated hot springs in the middle of the maintains.  Very excited for it