Samsonite Live Undefined
WHEN YOUR LIFESTYLE IS ADVENTUROUS, YOU NEED A BAG THAT CAN KEEP UP.
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Play Making Of
CLIENT
Samsonite
FOCUS
CG and Fx Simulation
DATE
Apr 2023
ABOUT
In a tribute to personal creativity and adaptability, Samsonite has unveiled a fresh line in collaboration with footwear giant, New Balance.
MADNESS
The 'Live Undefined' campaign was crafted with the objective of inspiring individuals to live without boundaries, embracing their multiple roles and passions with the help of the New Balance | Samsonite collection. Our task was to weave this message into a captivating visual narrative that marries style, functionality, and versatility. We faced the creative challenge of showcasing the color variants of the products within contrasting day and night scenes, mirroring the adaptability of modern urban dwellers. The design language was drawn from the structural elements of the luggage, featuring dominant rounded rectangles and circles, creating a stylized yet relatable environment. By doing so, we aimed to capture the essence of the campaign, highlighting how New Balance | Samsonite facilitates a lifestyle that is free and 'undefined'.
METHOD
Our journey began by forging dynamic pre-visualization (previs) models using stand-in luggage pieces while awaiting the readiness of the actual models. We employed the 'easing in and out' animation principle to camera and set movements, infusing each scene with an infectious energy. To ensure fluidity, we used a variety of transitions – zoom cuts, match cuts, and inventive wipes, with the luggage itself acting as a unique 'wipe element'.
The luggage was rigged to enable color customization for the case and individual bags, simplifying our subsequent tasks during the lighting phase. The animation of the bag strap was done with the utilization of Houdini's vellum, which not only saved us time but also facilitated a more natural, fluid movement for the strap.
In the lighting stage, we strategically deployed lights and gobos to emphasize the luggage, while consistently maintaining a palette imbued with bright, sporty, and complementary hues. This strategic use of lighting highlighted the product while preserving the overall aesthetic of the scene.
A VIVID URBAN CANVAS
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To create a dynamic and immersive urban environment, we utilized a combination of 3D modeling, texturing, and lighting techniques. We carefully studied references of cityscapes and architectural styles to ensure the authenticity and accuracy of our visuals.
STREAMLINING
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In our approach to animation, we strategically streamlined the workflow by leveraging curves to their fullest potential. This technique not only facilitated effortless control over the direction and placement of the luggage, but also granted us the freedom to dedicate our energy towards perfecting the shot's overall speed and atmosphere. As a result, we could forgo the laborious task of meticulously keyframing each individual position that the luggages needed to reach, and instead immerse ourselves in creating a truly captivating visual experience.
In the world of dynamic lifestyles and multidimensional adventures, the New Balance | Samsonite collaboration has ushered in a new era of travel gear. We set out to visualize this synergy, capturing the iconic athletic style of New Balance and the unmatched travel expertise of Samsonite. The result? A stunning CG animation that breathes life into the collection, promoting a life lived without limits.
BEHIND THE SCENE
