The Berry, Justin Bieber and Drew House Partner up to Launch the NHL All-Star Game Jersey in Toronto
The Berry have just collaborated with Justin Bieber’s fashion brand, Drew House, to launch their new NHL All-Star jersey, and to advertise the All-Star ice hockey tournament which took place in early February in Toronto, Canada!
The Berry created a series of thumb-stopping viral VFX videos in association with Drew House. A HUGE CG NHL All-Star jersey was hung on the infamous CN Tower and a MASSIVE Joy Balloon burst through the billboard at the entrance of Scotiabank Arena and up into the sky.
To achieve a photo-realistic and super sharp texture for the jersey, The Berry team meticulously photographed the physical version; capturing every detail of the logos, badges, threads and fabric.
Once they had acquired enough photography of the jersey from all angles, the team then built and applied the entire surface texture to a 3D model of it in a CG software, ensuring that the NHL Allstars jersey that you see in the final videos is completely photoreal!
Cloth simulation and tearing billboard animations were created using Houdini which allowed for accurate physics-based simulations and movement, adding convincing details to the giant balloon and jersey, as well as the sacrificed billboard.
The campaign was overwhelmingly positive on all online social media platforms. Fans of the National Hockey League, Justin Bieber, Adidas AND Drew House all came together to show their love for the trendy campaign. Another viral success!
About The Berry & The Berry Boys:
The Berry is a London-based creative production studio that creates action-packed films and animations, across digital, social media, broadcast, branded content, TVCs and more. The Berry integrates modern filmmaking technology to maximise the capabilities and quality of creative productions. The company develops, builds and produces bold, award-winning creatives that combine live action, 3D and visual effects.
The Berry has since gone on to launch The Berry Boys, which focuses exclusively on Ryan Burnham and Luke Robson’s visual effects and mixed reality directing talents. The duo were recently shortlisted for the prestigious Cannes Lions Young Directors Awards 2023.
