Project description
The visuals of the 237 shoe, presented in the campaign, mirror the brand’s ‘Less But Better’ philosophy, emphasizing intelligent use of space and thoughtful simplicity. Beyond highlighting the shoe’s adaptability and comfort, the campaign connects with the tradition of real shoes for real people. Each frame tells a story, and every second captures New Balance’s commitment to quality and craftsmanship, inviting viewers into a world where every step unfolds a narrative. It’s more than just a campaign; it’s a visual storytelling masterpiece.
Our approach
Our concept for the 3D animation project with New Balance was deeply rooted in the brand’s ethical and minimalist approach, staying true to the ‘Less But Better’ philosophy. We aimed to showcase each of the new shoes for New Balance while embodying the brand’s commitment to quality and craftsmanship. By storyboarding the design and setting up the shots in Cinema 4D, we meticulously crafted scenes that highlighted the adaptability and comfort of each shoe.
Animating in Cinema 4D and Compositing in After Effects, we brought the 5 different shoes for New Balance to life, paying attention to every detail. Our use of Cinema4D and Redshift aimed to blend authenticity and prestige, reflecting New Balance’s quiet confidence. Every pixel, frame, and color was thoughtfully placed to showcase the brand’s dynamic consistency while connecting with viewers on a deeper level.
The scenes in our animation not only showcased the shoes but also told a visual story that resonated with the tradition of real shoes for real people. Each frame unfolded a narrative, capturing New Balance’s dedication to quality and craftsmanship. This project was more than just a campaign; it was a visual storytelling masterpiece that embodied the essence of New Balance’s brand ethos.
Client
Client – New Balance
Agency – IamCreativ
Location – South Africa
Duration – 6 weeks
Collaborators
Grant Franck – Creative Director/Project Lead/Compositor
Lucy Wiles – Producer
Ernst du Plessis – Storyboard Artist
Hayden – 3D Modeler
Luke Knox – 3D Designer
Steward Lupercio – 3D Designer
Douw Kruger – 3D Designer
Process
Storyboarding
Concept Design
3D Scanning
3D Modeling
3D Scene Set-Up
Compositing
Software
C4D
AfterEffects
