Inertia Studios in London just dropped this dynamic all-CG film for UK sportswear maker Helfare in response to the brief, “capture the adrenaline of mountain biking, appeal to the brand’s core audience, and showcase their latest jacket.”

Thomas Valente, founder/CD at Inertia Studios: “For this project, we decided to explore the relationship between Helfare’s new jacket and the natural environment. Set within a forest, the film captures moments of symbiosis between brand, product, and nature.

“Key product features are introduced metaphorically through tangible and tactile woodland elements, while dynamically presenting the dual colorways through a series of product beauty shots.

“The art direction is stylized yet grounded, with a graphical language of gradients and energetic colored light that live in tandem with hyper-real environments. This contemporary visual approach still retains the sensorial nature of the forest setting, creating a harmonious and immersive experience for the viewers.

“One of the main challenges was accurately recreating and simulating the jacket asset itself, based solely on a physical sample product. We tackled this problem using Marvellous Designer to build the jacket, with custom-modeled zippers and hardware, and procedural shading done in Redshift.”
 
 

 
Client: Helfare
Team: Matt Jones, Ben Grist

Production: Inertia Studios
Director: Thomas Valente
Art director: Henry Yeomans
CG artist: Henry Yeomans, Thomas Valente, Vladimir Politov, Tom Phipps, Jaime Bravo, Simon Rönnerdag, Lucy Bradbury, Elliot Harris, Pankaj Kholiya

Music/sound design: Echolab