Brief Explanation

The animations were built around the concept of removing noise and clutter, returning to something classic, that will never date and always be in fashion. White. We begin each film in an abstract and psychedelic world before peeling away layers of graduated colour to reveal the shoes in their pure white form. The Vapormax, Air Force 1, Air Max 270, Air Jordan 1 and Air Jordan 3 are highlighted with their own individual story. We took inspiration from the shoe’s textural elements, design features, cultural relevance and shoe’s category in market. Everything in the films carries meaning - the colours, shapes, materials and animation all speak to its heritage. The hero film, a 35 second piece that combines all the shoes, is a high paced piece that takes us from the various abstract spaces to the white shoes each being distorted, deconstructed, pulled, peeled and revealed in their own way.