Freeway Loud 3D-Produktanimation by Mateus Morgan is a highly esteemed winner of the very prestigious 2024 A' Design Award in Silber in Filmdesign Competition Category.
SilberFilm· 2024
Freeway Loud 3D-Produktanimation
Client: Morgan Studio
A' Design Award in Silber Winner in Film Category
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The Design
About Freeway Loud 3D-Produktanimation
Freeway Loud ist eine dreidimensionale Produktanimation, die für eine Schuhmarke entstanden ist. Die Animation zeigt einen Schuh in industriellen Umgebungen, in denen Maschinen das Produkt scheinbar zum Leben erwecken. Der Schuh wurde mit Hard-Surface-Techniken in 3ds Max modelliert, wobei Fotografien als Referenz dienten. Die Texturen wurden aus Lederaufnahmen und digitalen Pinseln erstellt, und die Szenen wurden mit Vray in 1920 mal 1080 Pixeln gerendert. Die Animation wurde für den Online-Einsatz konzipiert; das Ziel ist es, allein durch die Bilder Aufmerksamkeit zu erregen, ohne erklärenden Text.
The Recognition
About the A' Design Award in Silber
Freeway Loud 3D-Produktanimation ist Gewinner des A' Design Award in Silber, einer enorm prestigeträchtigen Anerkennung für erstklassige, großartige und beeindruckende Spitzendesigns. Silber-Gewinner sind ungemein brillante und äußerst kreative Werke, die die herausragende Expertise, das Talent und den Scharfsinn ihrer Designer veranschaulichen. Von Freeway Loud 3D-Produktanimation wird erwartet, dass es ein wunderbares Vorzeigewerk ist, das bemerkenswert professionell und zutiefst innovativ ist. Dieses mit dem A' Design Award in Silber prämierte Design ist eine höchst bemerkenswerte, bewunderte Erfindung, die den Grenzen von Kunst, Wissenschaft, Design und Technologie zugutekommt und sie voranbringt. Freeway Loud 3D-Produktanimation ist eine vielbeneidete Schöpfung, die Wünsche weckt, positive Gefühle vermittelt und Staunen und Verwunderung entfacht.
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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