From sport to fashion: Active Shirt.
The shirt like you've never seen it before
Xacus has invented a radical shirt: technical, elastic, sustainable, to be worn without compromise. Our task? To find an equally innovative language, uniting storytelling and research, aesthetics and function, substance and inspiration.
A shirt that moves
The visual language plays between rigor and energy. The motion graphics accompany the story with a contemporary graphic synthesis, energetic but not cold. Key words become visual signs, important phrases land on the screen with rhythm and breathing room. The design helps build a tone: simply honest, like the product.
To tell the story of a technical fiber, a fabric invisible to the eye, we chose to use purpose-built 3D inserts. We visualized properties that are normally intangible: breathability, elasticity, lightness. The virtual became the ideal tool to give shape to the invisible.
The shirt's voice
The sound project was developed with the same care as the visual editing. Each chapter has a sound identity consistent with its tone and message. The sound design accompanies the narration with discretion and character: dialogue, pauses, dynamics — everything is designed to create a smooth listening experience, where the message sinks in without being forced.
Client: Xacus.
Production: Studio Visuale;
direction and project management: Francesco Pia;
editing and motion graphic: Alice Musi;
design and motion graphic: Marta Pulin;
copywriting: Roberto Pizzato;
3D: Sentempo;
assistant director and 1st camera on location: Francesco Mansutti;
dop and 1st camera in studio: Piergiorgio Grande;
audio: Enrico Lenarduzzi;
sound design: Marian Mentrup.
Xacus Team
brand manager and script collaboration: Davide Celeghin;
with the collaboration of: Paolo Xoccato and the entire Xacus team.
Filmed on location:
Xacus @ Headquarter;
Xacus @ Albania.
