For New Era’s latest ‘Engineered’ release - the Engineered Plus - we have taken their classic 9FORTY cap
and focused on a dramatic representation of the innovative, woven fabrics production process.
Using motion reference and machinery designs inspired by the textile, rope braiding and carbon fibre industries, we developed a powerful set of 3D mechanisms, showcasing a fantastical
engineering process for the high-tech camouflaged fabric.
Built around yet another bespoke audio track produced in-house, the rapid edits take textural CGI renders of the fabrics, caps & production details and sets them in a post-industrial environment - hinting at an art gallery/installation type space, where directional lighting, intriguing compositions and a powerful animation rhythm deliver a unique and stylish sequence. Unmistakably New Era Engineered.
Director: David Farquharson
CGI: Luke Brown, David Farquharson
Additional animation: Lina Schwamkrug
CGI Product modelling: Scott Ramsay
Audio: Luke Scholefield