In direct contrast to the cool temperament of their recent spot for Arc’teryx (and the vast majority of the sports footwear category), the crew at FutureDeluxe choose a refreshingly irreverent and quirky direction for G/FORE’s G/18 golf shoe.

From the team at FutureDeluxe: “The the G/18 blends a modern sports silhouette with a traditional golf shoe. To capture this outside-the-box shoe design, we chipped into G/FORE’s Disruptive Luxury aesthetic, pairing high-fidelity product visuals with overtly playful vignettes of the shoes taking on unexpected forms.

“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 Cinema 4D to be used in a pose morph.”

 
 

 
Client: G/FORE

Production: FutureDeluxe
Director: FutureDeluxe
ECD: Ant Baena
Creative Director: Bryant Nichols
EP: Maria Hanafy
Producer: Angel Hu
Art Director: Garett Gioia
Product Modeling: Harry Warne, Matt Taylor, Nick Scarcella
Designer/animator: Steven Dvornik, Garett Gioia, Harry Warne
GFX: Bryant Nichols

Sound Design: Cypher
Music Track: Matmos “Breaking Bread”