LEAP’s 3D/CGI team created this beautiful animation for Clarks’ Cloudsteppers range of feather-light footwear as part of their SS16 digital campaigns. The Clarks marketing team presented us with the outline of their creative idea, and our production and post teams explored the best options for bringing it to life. A live-action, high-speed shoot would certainly be fun, if a bit messy, but our camera angles would be limited. To give us complete creative control, we opted for a full CGI, photo-real particle simulation approach. This route gave us the ultimate flexibility in controlling what the (virtual) camera sees and allowed us to tweak the variables and re-run the scenario until we got our money-shot. We began with the basic elements of the logo’s overlapping swirl shapes and the rainbow gradients and combined this with the properties of powdered pigments. The end result is a dazzling explosion of colourful dust; you might even say it’s like a magical puff of clouds.