Converse 'Chuck II'
Framestore teamed with Anomaly to celebrate the release of the new Converse Chuck Taylor II. The launch is the first re-design of the iconic streetwear style in nearly 100 years, and marks a major milestone for the brand.
Framestore’s New York artists worked to create a package of full CG animations of the updated style, for use across a wide range of media including online, broadcast, print, outdoor and interactive. Involved from pitch stage, Framestore helped to design the shots for the shoe, built pre-vis animations, and oversaw the entire production process from CG animation through to audio and delivery.
Said Marc Smith, Creative Director and Head of Design at Framestore, ‘We explored a number of options in terms of effects to create this piece, including in-camera stop-motion animation. However, we decided on a fully CG approach to provide Converse and our colleagues at Anomaly comprehensive control throughout the creative process’.
Working to a tight schedule, the team launched into the technical work, where various challenges presented themselves. VFX Supervisors James Dick and Andy Rowan-Robinson were given the unenviable task of bringing a tactile sense of realism to the scenes. ‘The focus here is really the added level of comfort offered by the new materials of the re-issued Chuck’, said Smith. ‘The authenticity and the textural detail were therefore paramount. It was no small task, given the timeframes, but Andy, James and the team really brought it’.
The project proved a great opportunity to work collaboratively with both client and agency, with an open and communicative relationship paying off in the finished work. Within Framestore too, a chance for CG and Design to work tightly together to deliver a polished final product. ‘Our Senior Design and VFX Producer, Nicholas Dziekonski, helped assemble and manage a wonderful team of artists across a range of disciplines, who all gave 110% to meet the fairly daunting delivery schedule’, said Smith. ‘Helming a dedicated team like this was a fantastic experience, and we’re excited to see the job roll out’.