FIGS FibreX
FibreX Fabric Launch
Following our first collaboration with FIGS for the launch of FORMx, we were invited back to help introduce FIBREx, their latest fabric technology and clothing range designed for healthcare professionals.
Built around durability, lightweight construction, structure and controlled stretch, FIBREx called for a new suite of CGI sequences that could make these technical properties tangible. Working alongside the live-action campaign, we developed a series of hyper-real fabric simulations and material studies, using movement, texture and shifts in scale to give each characteristic a physical presence.
A material language built for the edit
Across all four sequences, we developed a consistent material and motion language that could move between macro textile detail, raw materials and the wider live-action campaign.
Chrome and concrete surfaces, controlled studio lighting and a restrained palette connect the CGI with the campaign's physical sets, while changes in scale and pace allow each fabric property to have its own character.
The sequences were designed around the rhythm of the wider film from the outset, allowing CGI, live action, graphic callouts and product imagery to cut together as one visual system.
FIBREx fabric is 'Built Different'
The campaign positions FIBREx as 'Built Different': a fabric engineered to combine durability and structure with an unexpectedly lightweight feel.
Building on the visual language we developed for FORMx, we wanted this second collaboration to feel connected, but not repeated. Where FORMx took us deep into the microscopic behaviour of the textile, FIBREx gave us an opportunity to explore something more physical: material under pressure, fabric taking shape, surfaces moving through air and fibres responding to force.
Our CGI needed to communicate these properties clearly while sitting seamlessly alongside live-action footage. We worked closely with the FIGS team to develop a visual world of fabric, concrete, metal and medical objects, carrying the campaign's raw, technical aesthetic through into the 3D sequences.
Durability
FIBREx is designed to withstand the demands of everyday wear, so we wanted durability to feel physical and evocative rather than simply stated. We created an abrasive test in which loose rocks, grit and particles rumble, strike and scrape across the fabric surface. The textile reacts naturally to every impact while remaining intact.
A secondary test sees the textile subjected to repeated pushing, pulling and manipulation from a bespoke apparatus, showcasing the durable interaction of the material. Turning a functional product benefit into something tactile, rhythmic and deliberately uncompromising.
The challenge was in the balance: giving the objects enough weight and aggression to communicate abrasion, while keeping the fabric behaviour controlled and believable.
Structure
For structure, we stripped the fabric back to its raw components. Individual strands begin loose and deconstructed before being drawn together, weaving and organising themselves into a precise textile surface.
What starts as a collection of fibres gradually becomes something engineered and purposeful. The sequence gave us a way to visualise the construction behind FIBREx and connect that underlying textile structure to the more architectural silhouettes of the finished garments, hinting at garment shape and details while keeping the focus on the textile.
Lightweight
To communicate lightweight performance, we moved away from force and resistance and let the fabric become free and almost weightless. Using detailed cloth simulations, sheets of FIBREx lift, fold and flow through the air, catching subtle currents as they move. A combination of intentional movement and aerodynamic flow.
Lighting travels across the surface to reveal the weave and material detail, while the restrained movement gives the fabric a softness that contrasts with the more industrial sequences elsewhere in the campaign. The result is a simple expression of lightness, using the behaviour of the material itself to tell the story of the on-body experience of the garments.
Mechanical stretch
Unlike the more elastic four-way stretch we explored for FORMx, FIBREx called for something more controlled.Here, we focused on mechanical stretch, a subtle give within the construction of the fabric rather than exaggerated elasticity.
We built simulations that gently pull and release the textile, allowing the weave to respond while retaining its underlying structure. The movement is deliberately restrained: enough flexibility to communicate comfort and freedom of movement, without losing the structured character that defines FIBREx.
CGI with live action
R&D process
As with FORMx, the project involved extensive R&D into both the construction and behaviour of the textile.
Using Houdini and Cinema 4D, we developed procedural fibre systems, cloth simulations and dynamic interactions that gave us detailed control over everything from individual strands through to full fabric surfaces. Redshift was used to build the texture & material response and campaign lighting style, with compositing and VFX bringing the final sequences together.
The result is a second chapter in our collaboration with FIGS: recognisably part of the visual language established with FORMx, but evolved around the distinct physical character of FIBREx.
Credits
- Client
- FIGS
- CGI & Production
- Bolder
- Creative Direction
- David Farquharson
- Motion Design
- Bailey Jones, Callum Round, Nacho Miró, Palash Shah
- Producer
- Sophia Lengui
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