According to Click 3x executive producer/partner Jason Mayo, New Balance gave the studio the freedom to push the design of the graphic identity its NB Zip and Abzorb EX sneakers, with the stipulation that the design be bold, targeted and clearly communicate the benefits of the technology used in the shoes.
The spots are being used to educate New Balance’s sales force on the sneakers’ selling points, as well as to offer insight as to the engineering that goes into designing the NB Zip and the Abzorb EX.
For Click 3x, the challenge was to convey those features in a visual and arresting manner. Making it even more difficult was the fact that no voiceovers or live action footage was to be used.
The sneaker, NB Zip, is geared to a 15-21 demographic, while the Abzorb EX is aimed at a more established runners willing to spend more money on their sneakers.
Click 3x modeled the sneakers and used a color palette of bold oranges, yellows, reds, blues and muted greens. Pieces of the shoe’s elements and detailed typography are examined in a series of rapid, flowing scenes that pull the viewer into the artificial environments. Additional graphics throughout both films evoke an abstract world made more manageable by the commanding nature of the sneakers.
The films were created using Adobe After Effects, Photoshop and Illustrator. 3D modeling was performed in Alias Maya, and compositing took place in the studio’s Discreet Flame system.
Tim Dingersen was design director on the project and Kevin Quinlan served as senior visual effects artist.