Saucony Route to the Future
Blending brand heritage and innovation to create a juxtaposed 3D campaign.
Services
3D
Art Direction
Motion Design
Photography
Introduction
Founded in 1898, Pennsylvania-born brand Saucony produces high-performance athletic footwear, apparel and accessories.
In AW23, Saucony collaborated with Universal Works as a part of the Future Friendship project. The Future Friendship initiative sees Universal Works connecting with and working alongside brands and companies that share their authentic vision of Peace, Love and Soul.
The Brief
Saucony enlisted our services to produce a campaign film for the debut of their Future Friendship project collaboration with Universal Works. The campaign served to celebrate Saucony’s new lifestyle shoe, Jazz NXT, designed for the next generation of Saucony enthusiasts.
The Output
Route to the Future: The inspiration behind the project stemmed from Saucony’s rich athletic legacy and technical excellence in running shoes.
Combining both heritage and innovation to serve the next generation, we crafted a narrative that depicted the evolution of the running shoe from a functional item to a contemporary classic.
To bring this vision to life, we embarked on a digital journey. We intertwined pixelated tapestries of urban landscapes to create a futuristic yet familiar metropolitan backdrop. Incorporating cutting-edge 3D scanning technology, we produced the Saucony digital athlete, who is the focal-point throughout the narrative of the film.
Using a mix of 2D montage and 3D scanned textures and models, we were able to transcend the limitations of the physical world.
