Freeway Loud 3D Produktanimation by Mateus Morgan is a highly esteemed winner of the very prestigious 2024 A' Design Award i Sølv in Film, Video og Animationsdesign Competition Category.
SølvFilm· 2024
Freeway Loud 3D Produktanimation
Client: Morgan Studio
A' Design Award i Sølv Winner in Film Category
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- Verified Award Winner
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The Design
About Freeway Loud 3D Produktanimation
Freeway Loud er en tredimensionel produktanimation skabt til et fodtøjsbrand. Animationen præsenterer en sko i industrielle miljøer, hvor maskiner ser ud til at vække produktet til live. Skoen blev modelleret med hard surface-teknikker i 3ds Max med fotografier som reference. Teksturer blev opbygget ud fra læderbilleder og digitale pensler, og scenerne blev renderet med Vray i 1920 gange 1080 pixels. Animationen blev lavet til online brug, og målet er at tiltrække opmærksomhed gennem billeder alene, uden forklarende tekst.
The Recognition
About the A' Design Award i Sølv
Freeway Loud 3D Produktanimation er vinder af A' Design Award i Sølv, en usædvanligt prestigefyldt anerkendelse, der tildeles designs i topklasse, som er pragtfulde og imponerende. Sølvvinderne er enormt geniale og overordentlig kreative værker, der illustrerer deres designeres fremragende ekspertise, talent og skarpsindighed. Freeway Loud 3D Produktanimation forventes at være et vidunderligt udstillingsværk, der er bemærkelsesværdigt professionelt og dybt innovativt. Dette design, der har vundet A' Design Award i Sølv, er en højst bemærkelsesværdig, beundret opfindelse, som gavner og flytter grænserne for kunst, videnskab, design og teknologi. Freeway Loud 3D Produktanimation er en skabelse, som mange misunder, og som vækker begær, bringer positive følelser og antænder forundring og undren.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The idea was to give the product a modern aspect by the use of futuristic elements and the industrial machines that brings the shoe to life.
- Dimensions & Packaging
- 1920X1080
- Tags
- shoe, cgi, footwear, fashion, 3d boot, cgi boot, vessi
- Production Technology
- The shoe was modeled using photographs as a reference and hard surface 3D modeling techniques. For modeling we used the software 3ds Max. All the textures made using leather texture and some photoshop brushes. Vray was used for rendering.
- Design Challenge
- The hardest part putting all the scenes in the same mood, considering that where a lot of different environments.
- Research
- The work was executed based mainly on the previous experiences in other works for several companies of the sector footwear, in very natural way. Feedback was collected mainly online about the quality of the 3D itself as well as the sensations that people had in the first contact with the art.
- Inspiration
- We where inspired by the industrial process and the technology involved in all the shoe construction process. As reference we used a lot of company local machines that are used on the shoe construction process.
- Project Duration
- The project toke around 2 months to get done, starting on the planning stage, in Franca, SP, Brazil.
- Operation Flow
- The animation visual was used on online such product website, instagram and facebook. The main focus was to attract attention to the product, bringing in the composition elements that generate the necessary sensations without the need for explanatory texts. Competitors often use images without a strong visual appeal, so the product, especially in the online market, goes unnoticed. The excess of texts works negatively in most of these cases, underestimating the viewer's intellect.
- Team Members
- Mateus Morgan, Murilo Secco, Carlos Masson, José Rafael, Henrique Melo, Samuel Simionato, Cadu Rosa, Vitor Fonseca
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