Fruit of the Loom: “Curvation”


COMMERCIAL
ROLE: Lead Flame Artist / VFX Compositor
VENDOR: Logan
CLIENT: Fruit of the Loom
DIRECTOR: Luke Gilford

I always get a smile from others when I mention I worked on this spot for Fruit of the Loom. It’s definitely one of the more interesting challenges I’ve come across. The focus was on promoting underwear for plus-sized women. Since the subject matter can be somewhat sensitive, the presentation was intended to be natural and confident, promoting beauty in all shapes and sizes.

As mentioned, there were some unique challenges, mainly concerning the beauty work. Typically, I’m asked to remove wrinkles and rolls, often performing digital tummy tucks and slimming of double chins. In this case, the size needed to remain, without actually appearing overweight or unhealthy.

For the most part, the given models fit that description, making this an exercise in subtlety, with slight adjustments to skin texture and regions of contrast. Like I said, weight reduction was not the brief. In addition, there was the usual facial beauty, removing dark regions beneath the eyes, and the occasional mole or acne.

I also extended some environments, and tracked and integrated all the chalk-based motion graphics onto walls, steps, and pillars. The conform itself was fairly straightforward.