NEWFORMAT: A Creative Studio between the borders of reality and the digital world
NEWFORMAT is a team of design experts of various fields based in Berlin. With their focus on interdisciplinary exchange within different artistic, cultural and technological forces in the context of contemporary disruption, they create one of a kind animations, videos and creative concepts for their partners. In the past years, they’ve released various projects and campaigns for clients like Ottolinger, Beats by Dre, Adidas, and Highsnobiety x FARFETCH.
Driven by audacious re-invention, they want to break new grounds by believing in the act of experimentation as the foremost catalyst for a progressive vision. NEWFORMAT are masters of cutting-edge technology and futuristic fluidity, dancing between reality and the digital world. This and their expertise in multiple fields, including CGI, AI, digital fashion, VFX, art direction, creative direction and face filters, is what makes their work stand out like no other creative studio.
Some of their biggest projects include their surreal neon animations for the global Beats x Ambush “Glow” campaign, the virtual fashion show for Ottolinger, where models were comped into a CGI world, or the second-skin face filters that saw sci-fi artist Esmay Wageman’s masks enter the digital realms in a mixed reality beauty editorial titled “Glass Skin”.
Loyal Forward Magazine readers were already introduced to another outstanding project by NEWFORMAT: the dreamy music video for Austrian band Bilderbuch’s latest single “Nahuel Huapi / Daydrinking”.
The video was shot at Virtual Production Studio in Vienna. Real-time interactive rendering gaming software was used, combined with a high resolution 270° LED wall and high-quality film cameras. By using this technology, the creative studio managed to make the scenery look deceptively real and magical. For the second part of the video, a method called Artificial Intelligence style transfer was used to make shimmering liquid and summery roses become one with the silhouettes and movements of the band.
If you want to hear more about how NEWFORMAT uses different technologies to disrupt the borders between reality and the digital world, make sure you don’t miss out on their Co-Founder Claudia Rafael’s talk at our Forward Festival Premiere in Berlin, on September 17th, 2021.