Bringing Fashion and Light to Life: Pre-visualising an H&M Show with Depence
At Drawn to the Light, pre-visualisation is more than just rendering — it’s about imagining how light, space, and movement come together to tell a story. We sat down with James, Lead Pre-visualisation Artist at the studio, to chat about how he uses Depence to bring complex show designs to life, including a recent project for H&M that blended fashion, energy, and technology in striking harmony.
We work closely with our drafting and modelling team, who primarily use Vectorworks, to ensure a seamless workflow from initial 3D models through to final visualisation. This collaboration ensures every creative idea is translated faithfully into a practical and visually compelling design.
Visualising the Vision: Designing for Energy and Elegance
For this particular project, our client Kennedy approached us to help demonstrate to H&M how the stage and rig design could not only serve the needs of a functional fashion show but also deliver a high-energy, dynamic experience. The challenge was to strike the perfect balance between style and performance - a show environment that was as visually exciting as it was practical.
Streamlined Creativity: The Role of Depence in the Workflow
Depence plays a central role in the planning and design process for both our internal projects and client work. The software’s ability to seamlessly import lighting plots and geometry from Vectorworks allows me to build highly detailed environments with impressive efficiency. This integration creates a streamlined workflow, helping our team and clients visualise complex ideas quickly and communicate them clearly.
What sets Depence apart is its freedom to experiment within a realistic 3D space. It allows us to explore different design approaches - lighting angles, colour palettes, video content integration - all without the constraints or costs of a physical setup. We often create animated camera sequences within Depence, showcasing how the stage and lighting look from different audience perspectives. These cinematic sequences help clients fully appreciate the scope and impact of a show concept long before it’s built.
Overcoming Design Challenges Virtually
The oval structure of this stage introduced several challenges, particularly in achieving even lighting coverage across the models. Normally, such limitations would require extensive on-site testing. However, with Depence, we were able to integrate lighting, video, audio, and choreography into a single digital environment. This made it possible to solve technical issues virtually and present a fully realised vision to the client without renting a physical venue - saving both time and budget.
The renders produced in Depence were so detailed and realistic that they enabled the client to visualise and approve the design confidently before any purchases or installations took place. It’s this level of realism that transforms Depence from a visualisation tool into an essential part of the design and decision-making process.
Collaboration in Motion: Working Across Departments
When pre-visualisation is introduced early in the creative process, it becomes an incredibly effective collaboration tool. Depence allows content creators, lighting designers, and video teams to work together in the same virtual space, ensuring that all elements of the show align seamlessly.
By visualising content in a realistic environment, feedback and approvals happen much earlier, preventing costly last-minute changes. For this project, Depence helped us achieve a unified workflow - where lighting and video programming could progress in parallel, resulting in a more cohesive and visually polished final production.
Pushing the Technical Boundaries
Depence was key in bringing to life several special features of the show. From the dynamic LED runway effects to synchronized lighting chases across the oval rig, the platform allowed us to fine-tune every cue with precision. The ability to visualise both lighting and video playback in real-time ensured that every transition, beam angle, and colour tone was exactly as envisioned by the designers.
A Collaborative Effort
The process was a joint effort between Drawn to the Light, Kennedy, and Phil Marfleet, whose vision and clear communication made this project particularly rewarding. Having worked together on several projects now, our teams have developed a fluid and enjoyable creative relationship, built on trust and a shared understanding of visual storytelling.
Reflections on the Project
This was our seventh project working with Phil Marfleet and the Kennedy team, and by this stage, our workflow has become almost effortless. What stood out most was seeing how Depence enabled us to achieve such a high degree of realism that our renders could easily be mistaken for photographs or real footage of the event.
This project also gave us the opportunity to explore Depence’s sequencer and keyframe animation tools more deeply - both of which have now become integral to my process. They allowed me to push the visual fidelity of the renders even further and elevate the overall presentation of our pre-visualisations.
Looking Ahead: Thoughts on Depence and Syncronorm
Depence excels in providing the tools for quick turnarounds while maintaining the high level of realism required to communicate creative intent clearly. In the fast-paced world of pre-production, that’s invaluable. It ensures clients see the full potential of a design without being distracted by visual compromises.
Like any complex 3D software used on large-scale projects, there are occasional challenges, but we view that as part of its ongoing evolution. My hope for future updates is that Syncronorm continues to refine the core features - particularly improving the stability and flexibility of the sequencer.
At its best, Depence is an incredibly effective, creative, and reliable platform, and I’m excited to continue exploring its capabilities on future projects.
✨“When your visualisation can be mistaken for the real thing, you know you’re doing something right.”
— James, Lead Pre-visualisation Artist, Drawn to the Light
Photos by instagram: @jakephilipdavis & @hirobjones | @khromacollective