We helped HI-TEC from concept through final cut, collaborating with their in-house creative director to create a product launch video that stands out in storytelling and execution. The audience was internal stakeholders, investors, and ultimately the general public. The brief was to excite these audiences and get them to want to learn more.
This brand-new series of HI-TEC hiking boots is differentiated by their new tread style, optimized for a variety of environments and uses. They wanted to show how this particular boot is made specifically for hiking in rocky environments. So we started with a rock, which we morphed into a boot tread. The boot absorbs the new tread design and then falls into its environment, impacting it with a big dust hit physics simulation.
We asked the team to create a high concept 3D model of a shoe that would morph showing the various environments that the footwear is intended for. We started with an idea- spent a great deal of time collaborating and then let Patrick and his team do their thing. The video is truly fantastic. We spent the time finessing it to ensure the quality was there - thrilled with the outcome.