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Primavera is in the air and Gucci’s new Spring 2012 collection has premièred during London Fashion week as part of the latest edition of Gucci’s award winning iPad App, Gucci Style. Remi Paringaux of MERI Media returned to Loco to co-create the look for the shoppable magazine features, “How to Wear it”, “Spring Awakening”, and “Self Reflection”.

The models for the men’s and women’s collections were shot in a room full of mirrors, so Loco provided VFX to clean up the footage and develop a hyper-real environment. Baselight Colourist, Tom Balkwill was very excited to develop a strong, brave, and unique look to these shots, keeping the skin tones glowing within a steely blue ambiance for Frida’s collections. Tom and Remi were delighted to see how far the Arri Alexa footage could be pushed, and the results were hugely satisfying. Steve Wright, a friend of Loco’s, provided the effortlessly cool soundtrack for “Spring Awakening”, the women’s collection.

Loco and Dirty Looks transformed the green screen footage from Gucci’s Florentine studio shoot on the Arri Alexa into the bright, blue-sky settings and warm, sun-kissed models to develop a Mediterranean resort look for Frida’s selections. With such a hot collection, we can’t wait to work with the team again on the summer edition.

To download the Gucci Style App visit the iTunes store.

- See more at:

Creative Director: Remi Paringaux – MERI Media
Producer: Romain Choay – Spun Films
DOP: Alessio Cocchi
App Development: Phil Salt – Great Fridays
Edit/ VFX: Miland Suman, Lee Bamsey, Ed Stenson, Jon Davey – Loco
VFX Exec Producer: Chris McKeeman – Loco
Colourist: Tom Balkwill

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