The challenge
For the launch of their Vitamin FF range of trainers, the challenger footwear brand FitFlop asked us to create a 3D CGI demo video, showcasing the impressive array of design features, comfort and style in a way that would engage, intrigue and inspire potential customers.
Our approach
As well as using the manufacturer’s CAD files to get precise measurements for our CGI build, we cut a trainer in half to see exactly how its components fitted together and behaved in motion. This let us create a perfect photoreal match for each part of the shoe, from the flex of the sole to the fine texture of the stretch knit threads.
Our production team supported FitFlops’s marketing team as we worked through the animation process – storyboarding, wireframes, CGI build, textures, lighting, editing, colour grading – and all the review stages, until the CGI Vitamin FFs were ready to step into public view.
The outcome
Our bold 3D CGI video offers a deconstruction of the Vitamin FF trainers to showcase the complexity of their build and allow viewers to feel their flex and comfort. It also works in perfect harmony with live action product shots and photographs that populate FitFlop’s sales, marketing and retail channels.
Expertise required
- film and post
- imaging and animation
