3D Product Animation Scanning London Essex

New Balance 237

3D Product Animation Scanning London Essex

Overview

Mcfaul+Day approached us to work with them on this 3D product animation and scanning project. The animation was to support the campaign was for the launch of the new New Balance 237.

The New Balance 237 trainer is a modern day tribute to the brand’s signature silhouette trainer from the 1970s. The design of the animations needed to represent this, as well as be consistent across all of the various colourways. The project consisted of two parts, a hero film showing the shoe coming together, and 6 shorter animations of each colourway.

Working with the team at Mcfaul+Day we created a retro feel that has a modern glitchy twist to it. The warping in the animation is a custom effect we created that emulates a warped piece of glass moving in-front of the camera, creating distortion to the shoe itself, as well as bending and splitting light.

3d product animation BTS ultra studio

3D Product Animation Scanning London Essex

Process

The shoes were all filmed on set by filmmaker Richard Luxton. He used a track to keep a consistent movement in and out of each shoe. We smoothed out the movements and time remapped them to get the exact zoom in that we wanted. Whilst on set we took the opportunity to capture HDR images of the lighting and environment to be used as lighting for the CG sections.

3d product animation scanning Photoscan ultra studio

3D Product Animation Scanning London Essex

For the hero film we photo-scanned the trainer. This required us to photograph the shoe from as many angles as possible to build a complete picture. We then used Agisoft Metashape to complete the photogrammetry process. From this we generated a model that was highly accurate, but had a very dense mesh. In Cinema 4D we used this model as a base shape to rebuild all the parts, panels, and stitching of the shoe. We could then pull the shoe apart and animate it coming back together. To light the shoe we used a HDR image we captured at the shoot, and used custom materials to texture the shoe as accurately as possible. 

3D Product Animation Scanning London Essex

We rendered the film using Arnold renderer, and composited everything together in Adobe After Effects. We worked with a team at Spark + Rumble to develop the sound scape and effects.

3D Product Animation Scanning London Essex

Delivery

The animations created were used on the New Balance social media platforms to launch the trainer. We delivered 1 hero film and 6 shorter animations that showcased each colourway. 

On a personal note this project was great to work on, harnessing our skills in photography, scanning, modelling and cloth simulations. Spark + Rumble did a great job on the sound design to bring the final edit together.  The campaign was a great success, and worked really well alongside the print campaign.

ultra studio

Thank You

Client: New Balance
Agency: McFaul and Day
3D Scanning: Ultra Studio 
Animation: Ultra Studio
Edit: Ultra Studio
Sound: Spark + Rumble
Output: Social

Social Media Animation

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