In case you need reminding that CG motion design is in the midst of an R&D golden age, take a peek at the extensive process reel behind this brand film by the team at FutureDeluxe for Canadian outdoor apparel brand Arc’teryx.

FutureDeluxe: “This collaboration embodies the approach of using obsessive design to create a visual language series for the new Arc’teryx Spring/Summer 2024 products that can also be applied to future product launches, continuing to communicate cutting-edge innovation and technology whilst feeling organic and timeless.
 

“Using the latest NeRF technology (neural radiance fields), some footage was extracted to experiment with converting CG renders into point cloud data to create a fresh and organic digital effect.”

 
“Our team created a hybrid aesthetic, merging photo-realistic 3D renderings with an expressive particle system representing how the products can bring customers closer to nature while also allowing them to extend physical limits.

“Using the latest NeRF technology (neural radiance fields), some footage was extracted to experiment with converting CG renders into point cloud data to create a fresh and organic digital effect. NeRF allowed the blending of live action and CG in an innovative and somewhat raw way, to keep in the spirit of the product development and intended application of being pushed to their limits.

Watch the finished spot:
 

 
 

 
Client: Arc’teryx

Production: FutureDeluxe
Director: FutureDeluxe
CD: Tom Crate, Kristian Glenn, Ollie Harris
Senior Producer: Kavita Daggar
Producer: Gustavo Ferolla
EP: Mike Bell
Designer/animation: Adam Samson, Dobromir Dyankov, Karmo Jarv, Nick Bauer, Sachi Patil, Tom O’Reilly, Yaroslav Svyatykh, Ziyad Abahussin, Mariano Abel, Alex Levinton