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New Balance teamed up with Hong Kong artist Zoie Lam to create playful illustrations to celebrate pride month. McFaul+Day approached us to produce a 20 Second looping animation, that could be played in stores. 

Client: New Balance
Agency: McFaul+Day
Animation: Ultra Studio
Output: Social
McFaul+Day specified that the printed fabric was to appear as if it were billowing in a gentle breeze, creating a beautiful abstract animation. The intention was to cut between close-up shots of the fabric, whilst also changing the intensity of ‘the breeze’: The combination of which was to produce a mesmerising/hypnotic effect of the rippling new print.     

We first recreated the cloth in cinema 4D, using the illustration of the print provided. We paid close attention to detail to make the cloth weave within the model match the actual fabric texture as closely as possible. We used X-Particles to build a cloth simulation and then used displacement to add micro ripples for additional detail.