Cupra aimed to spotlight their core values through an innovative Digital Catwalk.
Tigrelab was in charge of embodying each value into an actual character from scratch into a virtual catwalk show, in a tight collaboration with the Design Department.
This piece was revealed at the Cupra World Premiere Leon & Tavascan, held in Madrid in the beautiful Glass Gallery of the Cibeles Palace, one of the main emblems of the capital.

The Catwalk was displayed on a 20-meter LED mirror screen with a 6 meters of height, through which the audience had the illusion that there were other rows of people on the other side of the stage thanks to its reflection and clarity of contents. We then enhanced the whole environment to all the facades of the buildings of auditorium and its floor through a 360º projection transporting the whole venue to a whole new dimension.

Our process crossed several softwares in order to craft accurately all details of each character. All decisions were important in order for them to exude exactly what the brand wanted to transmit.

Starting from modelling the character physiognomy, the way they walk, how to refine all small animations to achieve a precise attitude and personality.
We then designed and simulated their clothes taking inspiration from all of the brand’s car designs and features. The exterior bodywork, the interior textile materials, the design curves and concepts, extending each character’s reach with a virtual interaction with their environment.
Each one with a special behavior that goes beyond the physicality of the real world, standing out from a real catwalk where this wouldn’t be possible. Mixing Unreal and Cinema4D simulations and effects, all of them displays their uniqueness to the public.