It has been an absolute pleasure teaming up with great folks from Tendril again, on the final installment of the LunarEpic series of product films.
I've been involved in earlier design stage of the project and final production as well.
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.
Global Brand Communication Studio EP: Noah Stanik
Global Brand Communication Studio Producer: Sarah Barkley, Chrysi Diamond
Global Brand Design, Running Art Director: Esther Chang
Production Company: Blacklist
EP: Andrew Linsk
Producer: Justin Harris
Production Studio: Tendril
Director: Chris Bahry
Executive Producer:Kate Bate
Producer: John Szebegyinszki
Editor: Michael Barker
Pitch Concepts & Design: Chris Bahry, Vini Nascimento, Nejc Polovsak, Santi Zoraidez
3D Artists: Nejc Polovsak, Alasgar Hasanov, Brad Husband, Florent Arnould, Will Sharkey, Rafael Santos
FX: Alasgar Hasanov, Rafael Santos, Simon Fiedler
Lighting and Render: Nejc Polovsak, Brad Husband, Chris Bahry
Additional 3D Artists: Sergei Falaleyev, Ben Pilgrim
Compositing: Chris Bahry, Brad Husband, Patrick Coffey
Music and Sound Design: John Black of CypherAudio
"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."
Bellow are some of the selected concept frames I worked on, but didn't make it to final film.