The archive · Content & Film · Marketing decision · 2023
motoguo's Para-Pará Phantasia tells each SS23 product's story in 2D animation
For Spring Summer 2023, motoguo made six 2D animations that bring products to life and reveal the design thinking behind each piece.
motoguo
What it had to solve
Malaysian fashion label motoguo was presenting its Spring Summer 2023 collection, Para-Pará Phantasia, whose imaginative vision demanded a campaign medium that felt like part of the fantasy rather than a standard fashion film.
How it works
motoguo, a fashion label built around the designer's Kuala Lumpur studio, was presenting Para-Pará Phantasia for Spring Summer 2023 — a collection whose imaginative vision needed a campaign that felt continuous with the fantasy rather than a conventional lookbook film.
The campaign answered with animation: six 2D animations with vibrant colors, each one bringing a key product to life. Every animation explored the inspiration and utility behind its product, revealing unique stories and the designer's thought process rather than just showing how the clothes looked.
The animations were also rooted in the maker's world: glimpses of the interior of the designer's Kuala Lumpur studio were woven into the films, so the fantastical setting grew out of the real place where the collection was made. The work is preserved in D&AD's awards archive; the page records no view or sales figures.
Why it lands
- The medium matched the message: a surreal, imaginative collection was told in dreamlike 2D worlds instead of a straight fashion film.
- Each product got its own story, so utility and inspiration — why a piece exists and how to use it — became visible content rather than backstory.
- Weaving the real studio interior into the fantasy tied the clothes to the designer's world and made the campaign feel handmade.
- Six short animations created a series the audience could move through, giving the collection more surface area than a single film.
What it did
The films made the thinking inside each garment part of the show: viewers saw why a piece existed and how it was meant to be used, inside a dreamlike world that matched the collection. The work is preserved in D&AD's awards archive; the page records no view or sales figures.
What you can take
When a collection's whole point is imagination, make the campaign medium part of the fantasy — and use it to show the reasoning inside a product that a lookbook photograph cannot.
Since then
The D&AD archive page presents Para-Pará Phantasia as an animation and illustration campaign for the Spring Summer 2023 collection, crediting the brand motoguo. It records no view counts, sales or follow-up work; the case stands on the format idea of animating a fashion collection through its products' own stories.
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