Direction, Art Direction, 3D Modeling, Lighting, Texturing, Animation, Editing, Motion Graphics, Compositing, Sound Design
Art Direction: Ed Dye; 3D Modeling, Lighting, Texturing, Animation: Hogan Williams; Editing: Ken Soons; Motion Graphics, Compositing: Milton Whitaker; Sound Design: Nikos Mavrommatis
Majestic Athletic is an American company that designs, markets and manufactures performance athletic apparel. They are the official supplier of the MLB, but they also make apparel for a wide variety of sports. Majestic called on our team to make an end tag to use on various videos. One that would show off the technology behind the fabric they are using in their apparel. We opted for a high tech 3D thread simulation. The simulations drive home the fact that research, development, technology, and innovation go into every stitch of their performance apparel. The combination of design, research, simulations, and compositing made a memorable piece.
In our exploration for a comprehensive solution our visual directions ranged quite a bit. We always feel it's important to take a step back and get every idea out of the way. Regardless of how different they are to the brand, we will end up producing them. Exploration helps create ideas that may or may not relate, but always inspire. With this project we felt the need to explore the whole gamut of visual direction. Our visuals ranged from flat-texture inspired design to a cartoon-sketchy look. The final was born with the stuff between the two extremes.