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G/Fore - G/18

G/Fore
01/08/2024
Design Studio
London, UK
14
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Agency / Creative
Music / Sound
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Introducing G/18, the latest line of footwear from Los Angeles-based G/FORE. Blending a modern sports silhouette with a traditional golf shoe, G/18 is here to disrupt and level up your golf style.

Not Fore Everyone.
​To capture this outside-the-box shoe design, FutureDeluxe chipped into G/FORE’s Disruptive Luxury aesthetic, pairing high-fidelity product visuals with overtly playful vignettes of the shoes taking on unexpected forms.

​Taking inspiration from the G/FORE playbook, a sense of playfulness was present through the animation, paired with blocks of solid bright colour to help bring the film into the world of G/FORE.

​Research and development
​The initial brief evolved to produce a weird and wow moment for releasing the new shoe. To capture the warping of the golf shoe, the team developed some techniques for the shoe deformation and a workflow of creating the morphed shapes in Houdini, then bringing them into C4D to be used in a pose morph.

About FutureDeluxe
Create the Future.
We’re a global creative studio with offices in London, Los Angeles, New York and Sydney. We combine design, technology and moving image to craft aspirational visual experiences for future facing brands.

A diverse group of artists, directors, designers and creative technologists with experimentation and innovation at our core.

From concept through to final delivery, we collaborate with brands to explore, imagine and define their future vision.

Our Values.
Experiment. We are curious and driven by the new.
Collaboration. There are no single players.
Quality. Chase perfection.
People first. Killing it with kindness.

Future Family.
Our team is built around a simple ‘people first’ approach. We believe in creating a diverse and inclusive, family culture that supports, inspires and fosters a unique creative environment. This in turn leads to an award winning team, crafting world class creative.

Our ‘Worldwide Future Family’ has a constant hunger to create work which has never been seen before, to break new ground and as a team, push each other and push the boundaries of what’s possible in everything we do.

Our Future is Diverse.
We are committed to changing ourselves, and our industry for the better. Right now our studio, and our industry as a whole, are under-represented when it comes to racial and gender diversity. We want to create a future that allows women and people from diverse backgrounds to excel within the design industry. 

By partnering with art and design schools we hope to tackle inequality within our industry, starting at a grass roots level. Our mission is to educate, influence and encourage more diverse young artists to enter the industry and become role models for future generations.
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