No Matter The Weather
hummelTEX is the technical program from hummel KIDS. We developed a completely new identity for hummelTEX, which with high visual aesthetics and consumer friendliness illustrate that the products are waterproof, breathable, UV protective, and insulating against cold and wind plus keeps the heat in.
- Animation & 3D Film
- Brand Campaign
- Brand Communication
- Brand Design
- Brand Guardianship
- Brand Guidelines
- Brand Identity
- Brand Research
- Brand Strategy
- Budget
- Casting
- Concept & Content Structure
- Concept Development
- Copywriting
- Edit & Retouch
- Film Production
- Graphical Elements
- Logo Design
- Motion Graphics
- Photo Shoot
- Planning
- Post Production
- Social Media & Content
- Visual Storytelling og Communication
Challenge
hummel KIDS wanted to have its technical program differentiated and qualified as a quality product line and marketed to both B2B and B2C with a strong campaign. The campaign will stage hummelTEX, as the right choice for parents of children who love to be outside in all kinds of weather. hummelTEX functions both as its own brand, but also as an element in hummel’s collections.
Solution
A completed identity and toolbox for the technical program behind hummelTEX and a full campaign package consisting of campaign film, campaign images and a full SoMe content package. For the toolbox we have developed icons, typography, logo, background in technical blue-gradient color, abstract and real weather textures, an abstract 3D layer and a full package of motion graphics movies.
A full-flexible layout system with the option of a graphic frame around a model or product image, a fully flexible graphic sign-off at the bottom of the image or simply a smaller logo box. In addition to this, the option to add abstract and real weather textures according to the product’s functionality, as well as icons and tagline. Regardless of format or size, the hummelTEX identity will be able to be displayed.
The easily recognizable abstract weather textures together with the real weather elements such as raindrops, snow, breathable steam are easy to implement on all campaign material for hummelTEX. Implemented on model and environmental images, product image, pure text visuals, film or motion graphics, these elements, together with the technical blue-gradient color, will connect all material to hummelTEX.
In collaboration with hummel, we have developed several different descriptive and visually appealing 3D animations that explain the different technical layers in hummelTEX’s textiles in a simple matter, as well as illustrating their water-repellent and breathable properties.
In the process, we have worked to find the right look that resembles the materials that are included in the different layers that make up the shoes and jackets respectively. Such as outer fabric, membrane, lining, and so on.
3D productions have the advantage that you can manipulate shapes, use effects and simulations, and at the same time use photorealistic materials. You have the freedom to balance style and realism, and that is exactly what we have done in this project. It provides an exciting visual narrative about exactly the products’ materials, properties and the benefits that come with them.
Our production experience and large network really came into play when we had to plan and produce the AW22 campaign from A-Z. We produced and post-produced for, overall, 2 months. From the received brief from hummel to developed mood boards, production plans, and booking crew and locations.
To carry out the task, we have had a large crew of +’ers and child models. Exactly 30 child models jumped into clothes and shoes on our shooting days. We had 3 still photographers, 3 cinematographers and 1 drone photographer, 1 retoucher and of course assistants and runners and, not least, YdePlus’ own production team at full speed.
The task was to show the large colletion and functionality of the hummelTEX products within autumn and winter in the same campaign, therefore we have been to locations in Denmark and Iceland. Denmark gave us the crisp autumn feeling of forest, moss, rain, and hills. Iceland gave us ice, mountains, cliffs, black beaches, and ‘wow factor’ without making the campaign unrealistic or unattainable in its expression, which was a main focus for hummel.
Children’s photography and film is a very special form of production, as everything is done on the children’s terms. It was important to both us and the hummel team that the children enjoyed themselves, played and let their imaginations run wild while they ran and played with each other. We didn’t want any posing pictures of children with a fake smile. We wanted them happy, squealing, jumping, running, dirty, wet, and safe. Precisely for this reason, we had hired an extra number of child models for the task, as it gives each child the opportunity to skip a scene, take a snack break or go home if they wanted to.
