Converse Cherry - AW LAB
Clients
AW LAB
Converse
Services
Art Direction
3D Art & Design
Commercial/Advertising
CGI
Sound Design
Production
2024
For AW LAB, Anubi created a 3D CGI campaign for Converse Cherry: a dynamic film and key visuals designed for retail, digital and younger audiences.
A CGI campaign for Converse Cherry
AW LAB invited Anubi to present three new Converse Cherry shoes through a dynamic CGI film and a series of key visuals. The content was designed for the digital campaign and in-store screens, with an immediate visual language aimed at younger audiences.
Transcript
Visual description: a cherry blossom opens; its petals give way to cherries that form the sneaker shapes. The film ends with three Converse Cherry models arranged on a giant cherry.
Formats for social, web and retail
The film and key visuals were adapted into multiple formats for social media, the web and AW LAB in-store screens in Italy and Spain.
Main film storyboard
The storyboard maps the visual transition from cherry blossoms to cherries and, finally, the three Converse models.
3D research and development
The research defined the CGI cherry blossom, from petal modelling to its arrangement on branches, before integration into the campaign film.
Procedural workflow
The procedural workflow in Houdini developed the cherry geometry and flower variations; materials were built in Redshift to define colour and surface.
Transcript
Visual description: coloured petals form flowers on a white branch; the view widens to show several variants distributed across the branches. The video has no audio.
