THE STORY
More sexy shoe porn for your eyes to feast upon! We present the final installment of the LunarEpic series of product films, created by yours truly and produced by Blacklist.
This iteration showcases the winterized version of the shoe. The film demonstrates the special weather resistant coating on the flyknit threads and also a traction pattern on the outsole that channels water like a tire.
The main creative hurdle was to bring something new and fresh to the table. The bar set for product superiority films is very, very high. We approached the film concept by carrying over the sense of zero-gravity from the previous films. We broke it down into three smaller progressions from micro to macro, showing the formation of the key material components of the product and its special physical properties. The behavior of the water, in combination with the sound design, is meant to evoke a feeling weightlessness.
FILM
STILLS
PROCESS
The piece was full of puzzling technical challenges. CG liquid can be quite challenging and here we had water at various scales interacting with geometry in very specific ways. The foam ball formations toward the end and some of the Flyknit effects were also very tricky to get working exactly the way we envisioned.
Props to the Tendril team, especially Michael Barker for a wicked edit. And also to our freelance gurus Nejc and Santi who were awesome collaborators, as well as John Black for his beautiful ambient soundtrack. We love that this film fits in nicely with the other LunarEpic films, but establishes its own distinctly floaty and ambient mood and colour palette.
