Loco Animates Cloudsteppers by Clarks

Loco's 3D team created this beautiful animation for Clarks' Cloudsteppers range of feather-light footwear as part of their SS16 digital campaigns. The Clarks marketing team presented Loco with the outline of their creative idea, and the company's production and post teams explored the best options for bringing it to life. A live-action, high-speed shoot would certainly be fun, if a bit messy, but the camera angles would be limited. To allow for complete creative control, Loco opted for a full CGI, photo-real particle simulation approach. 

This route gave the ultimate flexibility in controlling what the (virtual) camera sees and allowed Loco to tweak the variables and re-run the scenario until the team got the money-shot. The company began with the basic elements of the logo's overlapping swirl shapes and the rainbow gradients and combined this with the properties of powdered pigments. The end result is a dazzling explosion of colourful dust; you might even say it's like a magical puff of clouds.

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