Helly Hansen

Technical fabric under load — membrane, seam and water behaviour modelled as performance, not texture.

Client
Helly Hansen
Sector
Technical Apparel
Year
2024
Scope
Research & Design, Art Direction, Cloth Simulation

S.1 — About

Performance apparel has to prove something. The film is organised around demonstration: water beading and shedding at the membrane, seams holding under tension, fabric returning to shape.

Cloth simulation ran against real material specifications rather than artistic approximations, which meant the physics could be shown in close-up without breaking.

Norwegian brand, Norwegian studio — the environmental references came from the same coastline the product is designed for.

Helly Hansen CGI frame — vertical composition of technical shell fabric
Helly Hansen CGI frame — water beading on membrane surface
Helly Hansen CGI frame — seam detail under tension
Helly Hansen campaign still — wide coastal environment plate

S.2 — Credits

Mads HtoonCreative Director

S.3 — Next