Director Thomas Valente and the design and animation team at Inertia Studios in London (who made the Best of Stash 2023 with their Helfare spot) brave a serious dust storm in this launch film for Heat Wave Visual’s MX250 goggles.

Thomas Valente: “We were appointed to create the launch film for cult eyewear brand Heat Wave Visual and its groundbreaking venture into the motocross goggle market. In a landscape dominated by established brands, we set out to craft a scroll-stopping CG film that captures the essence and adrenaline of the sport while showcasing the stylish form of the product.

“The success of the spot hinged on audience engagement, so we opened with a dramatic and powerful lightning strike to instantly capture viewers’ attention. This moment, when coupled with tantalizing glimpses of the product, enabled us to craft a sequence that not only piqued curiosity but ensured a memorable and impactful viewing experience.
 

“We set out to craft a scroll-stopping CG film that captures the essence and adrenaline of the sport while showcasing the stylish form of the product.”

 
“Due to the fast project turnaround, our main challenge was to establish the story and art direction early followed by a clear technical approach for each shot. In order to capture the realism of the storm, we studied time-lapses of lightning strikes, and referenced the way lightning illuminates cloud cover.

“This enabled us to approach our simulations and lighting setups in an efficient yet beautifully art directed manner. We leveraged Cinema 4D’s powerful new Pyro system to create the majority of the dust simulations, giving us the control and flexibility to craft each sim to the result we wanted.”
 
 

 
Client: Heat Wave Visual
Team: Justin Hertel

Production: Inertia Studios
Director: Thomas Valente
Art Director: Henry Yeomans
CG Artist: Henry Yeomans, Thomas Valente, Tom Phipps, Jack Lietti, Jaime Bravo, Lucy Bradbury, Elliot Harris, David Slachta

Music & Sound Design: Box Of Toys Audio