CHALLENGE:
Despite the success of its Uptown Loafer shoe Vionic faced low brand recognition. Our film needed to showcase the product's features whilst strengthening Vionic's brand identity as a tech-forward, wearable wellness brand.
APPROACH:
Using elegant, smooth movements we highlighted the Uptown loafer's lightweight form whilst bathing the shoe in warm golden hour light, illustrating comfort, wellbeing, ties to nature and the brand's home.
RESULTS:
By going beyond a simple product demonstration the film has become an experience that conveys the essence of the Vionic brand contributing to brand recognition and engagement.
Despite the success of its Uptown Loafer shoe Vionic faced low brand recognition. Our film needed to showcase the product's features whilst strengthening Vionic's brand identity as a tech-forward, wearable wellness brand.
APPROACH:
Using elegant, smooth movements we highlighted the Uptown loafer's lightweight form whilst bathing the shoe in warm golden hour light, illustrating comfort, wellbeing, ties to nature and the brand's home.
RESULTS:
By going beyond a simple product demonstration the film has become an experience that conveys the essence of the Vionic brand contributing to brand recognition and engagement.
STYLEFRAMES
CREATIVE DIRECTION:
After gathering references and aligning brand assets we deep-dived to identify key themes and visuals at the core of the brand's emotional voice and message.
Whist exploring opportunities to enhance the project and tie the product story to the brand language we played with warm golden hour lighting and moments of nature as well as picture-in-picture frames.
Ultimately we married a warm look and Nor-Cal nature vibes with a studio environment bringing an ethereal quality and positive feeling associated with wearable wellness.
ASSET INJEST & AUDIT
STORYBOARDS
DEVELOPMENT & EXPLORATION
ANIMATION DIRECTION:
Our goal was to highlight product features with a light, playful, and elegant flow, despite the initial brief having a ten-second duration. We employed matched cuts and picture-in-picture transitions for smooth movements between features.
Further exploration led to a continuous shot concept, extending the duration to ensure fluid transitions between poses and an elegant demonstration of the technology.
Our goal was to highlight product features with a light, playful, and elegant flow, despite the initial brief having a ten-second duration. We employed matched cuts and picture-in-picture transitions for smooth movements between features.
Further exploration led to a continuous shot concept, extending the duration to ensure fluid transitions between poses and an elegant demonstration of the technology.
ORIGINAL CONCEPT
BEHIND THE SCENES
TYPE TREATMENT
CLIENT: VIONIC SHOES
STUDIO: JOYO STUDIO
AUDIO: SAVE THE SOUND
