magnifying innovative technology
At surface level, PrimaLoft's new synthetic insulation Thermoplume is meant to mimic the look and feel of down feathers. But the benefits of Thermoplume can't be seen by just looking at a jacket. To introduce this innovative material, we magnified the individual fibers using CGI and let them dance alongside video footage of the jacket shot in our studios. The resulting video was used to illuminate trade show booths and was later repurposed for web and social media.