The Berry Launches Steve Madden's Surge 1 Sneakers with a Vibrant CGI Film
Steve Madden wanted a powerful launch film that would breathe life, comfort and performance into their latest shoe design, the Surge 1 sneaker. So, The Berry ensured to showcase its flexibility and versatility for any day, any situation, and any terrain, through an artistic and conceptual CGI film.
The Berry’s creative CGI team produced diverse, colourful and conceptual environments, inspired by real-world settings. The hero sneaker poses and performs, showing off its comfortability and lightness, in organic terrains including; on outdoor grassy earth setting, in a sporty neon gym location, and in an airport-inspired environment.
This film, which features the Steve Madden product at the centre of its frame, from all angles, is a fantastic example of what can be achieved with photogrammetry, as opposed to traditional 3D modelling methods.
The photogrammetry process involved a physical version of the Surge 1 trainer being photographed in a studio environment, from every possible angle. All the photos of the shoe were then put through specialised software that analyses all the images and converts them into a single, high-quality, 3D model.
Not only is this technique MUCH faster than 3D modelling from scratch, but it also produces photorealistic results since, ultimately, the model is made entirely from live-action photography, and ensures a 100% accurate and detailed representation of a product.
About The Berry & The Berry Boys:
The Berry is a London-based Creative Production Studio, that creates live action and animated content, TVCs and films, with tech-driven methods. The Berry develops, builds and produces bold, award-winning creatives that combine live action, 3D, Animation and visual effects to visualise stand-out creatives.
The Berry has since gone on to launch The Berry Boys. A company that focuses exclusively on Burnham and Robson’s VFX/CG/Live Action filmmaking. The Directing Duo create action-packed adverts, which are powered by The Berry’s in-house production and post-production teams.
