The 20ten team continues to create engaging and dynamic CGI content for the launch of New Balance's new product ranges.
The content executions all focus on the sneaker being the star, detailing both technology and personality within the deliverables.
Each video was also given its own original score as 20ten built truly unique showcases for each shoe.
The Solvi V2 launch execution was a fusion of technical details and abstract urban styling. An always moving animated sequence that showcased the shoes specifications alongside integrated typography.
Additional energy was brought to the piece with dynamic cuts and framing decisions.
CRAFTED DOWN TO THE LAST PIXEL
With a fully modelled shoe the exploration process began as we warped, bent flexed and crushed the shoe to create interesting angles and compositions.
Lighting experimentations began to yield interesting results that all had merit before we settled on to the more stylised daylight scene.
A shoe lighter than ever before! This was the brief to create launch content for the New Balance Zante shoe.
After an initial development stage a combination of light rays and weightless effects would become the clear direction.