Frame48 collaborated with Shimano to launch their recent line of IC & Ultread cycling shoes. The studio was tasked with bringing to life the features of six shoes in a cinematic, fully CGI approach. From the breathable mesh of the IC100, to the BOA Fit System of the Ultread XC Series, F48 constructed unique visual narratives for each individual product - delivering a total of 8 hero videos and additional supporting assets for social.
Ultread Breakdown
F48 was provided with physical product for all six shoes at the start of the project. After a series of in-house photogrammetry shoots, the team used the photos to build out the base of the 3D models. The models were then cleaned up and rigged in ZBrush and Maya, with all product intricately textured in Substance to match the shoes’ unique fabric and materials.
The team worked simultaneously in Maya and 3DS Max throughout animation, rendering with V-Ray in both applications. Shots were continuously running on the studio’s render farm from start to finish, as the team pitched creative concepts and ideas throughout the editorial process. After compositing touches in Nuke and color grading in Resolve, the team wrapped up work with over one hundred assets prepared for digital distribution.
