Directed by Jeff Winograd
The concept was deceptively simple: show that the PureBoost sole is so lightweight it practically bounces. The execution told a different story.
The shoot combined two distinct elements: foam beads bouncing on a speaker, and a live action shoe mounted on a chroma green dowel and spun on a turntable. Shot on a Phantom camera, the footage captured the movement of the beads at extreme slow motion, giving the edit a visual richness that would have been impossible to achieve otherwise. On set, a VFX artist captured detailed reference photos of the shoe to build accurate 3D models of both the shoe and the foam beads.
The magic came together in post. The 3D model delivered by the VFX artist fell short of the accuracy needed for a product spot, so my first priority was finding creative ways to conceal that shortcoming without compromising the vision. Working around those limitations, I integrated the 3D elements with my own light and particle enhancements, layered in a licensed music track, and used speed ramps to time the slow motion footage to the beat of the music. The swirling foam beads transform seamlessly into the sole of the shoe before resolving into the live action product reveal. The goal was to make the viewer feel, without ever being told, that these lightweight bouncing beads are going to make them jump higher.
I thought it was pretty cool that the spot received airplay on ESPN, even if I didn't see it myself.
As the editor on this I was responsible for the full post pipeline, starting with media management through final delivery.