Balenciaga’s Afterworld: The Age of Tomorrow has been selected for an IDEAS Award by the UK’s Advertising Producers Association (APA). 

IDEAS Awards recognise the best and most innovative projects created by Advertising Producers Association (APA) members in immersive (VR and AR), interactive, experiential technologies and virtual production. The winners were announced at APA’s Future of Advertising event on 19th April 2022. 

With Fashion Weeks around the world forced online during the pandemic, Balenciaga imagined the next generation of virtual catwalk shows in video game Afterworld. Players were invited on an interactive journey based on “mythological pasts and projected futures”, exploring the Fall 2021 collection. Garments were modelled by 50 volumetric characters created with the Polymotion Stage, in the largest and most innovative volumetric project ever undertaken.

Afterworld is a collaboration between Balenciaga, creative consultant Substance & Inhalt, volumetric video studio Dimension and game developer Streamline using Unreal Engine. Read more in the Balenciaga Afterworld case study.