Elie Saab – Digital Fashion Collection & NFT
As an Art Director and Producer at UNXD, I led the end-to-end production of Elie Saab’s debut digital fashion collection – an ambitious fusion of haute couture and cutting-edge digital innovation. The project culminated in a fully CG fashion film and a limited-edition NFT drop, blending traditional craftsmanship with virtual design language.
Working in close collaboration with Elie Saab’s design team – including direct creative sessions with Elie Saab himself – we spent extensive time in concept development, visual language definition, and digital material research. Our goal was to preserve the elegance and intricacy of the physical garments while expanding into creative possibilities only available in the digital realm.
I assembled and managed a dedicated team of digital artists, and developed a bespoke production pipeline using Unreal Engine and Houdini. Due to the complexity of the garments – featuring intricate embroidery, layered fabrics, and kinetic elements – we invented several custom procedural tools and simulation solutions in Houdini to replicate real-world cloth behavior and design fidelity in digital space.
The project bridged traditional fashion and emerging Web3 experiences, positioning the brand at the forefront of the digital couture landscape.
Highlights:
- Direct creative collaboration with Elie Saab’s couture house
- FullCG cinematic showcasing real and original digital-only garments
- NFT-ready assets for Web3 deployment
- Invented new Houdini-based simulation tools for layered and dynamic garment structures
- Delivered high-end visuals optimized for real-time and cinematic use
Skills & Tools: Creative Direction · Digital Fashion · Unreal Engine · Houdini · Pipeline Development · Procedural Simulation · NFT & Web3 Strategy · Visual R&D · Team Leadership · Fashion Film Production · NFT Production
