Project
Kipsta Flex-H
Year
2023
Role
Motion design, editing & adaptations
Description
Pitch textures shift from black to white and burst into colour. Green, yellow, blue and red guide the eye through four outsoles, with rotating views and tightly set typography.
The brief.
The brief sets out a shared sequence: introduction, a 360° rotation, keywords, close-ups, packshot and outro. Each outsole needs to retain its identity within that structure. Stud shapes become graphic elements; textures alternate between positive and negative. The colours in these studies differ from those in the films.
Two graphic directions.
The supplied layouts explore two graphic directions. The first uses tightly set letters, fragmented words, outlines and solid shapes around the product. The storyboards move from the playing surface to technical details, then back to the whole boot.
A rougher texture.
The second direction introduces torn edges, paint strokes and freer lettering. Words overlap the grass textures, repeat and change shape.
Putting the layouts in motion.
These two animation studies combine the rotating MG/AG boot with changes in composition, lettering and texture.
Direction A: breaking up the rhythm.
Blocks of letters are tightly set, fragmented, then reassembled. Sharp cuts and brief distortions pick up the outsole’s movement. The cross, yellow zones and typography provide landmarks through these changes.
Direction B: layered textures.
Grass textures and repeated words take up more of the frame. The outsole moves through these layers of texture and colour. Changing letterforms and overlapping layers give the animation the feel of a collage.
Live-action footage.
The MG/AG, FG, SG and TF boots are filmed rotating from side view to outsole. The green screen, turntables and supports are still visible, before the boots are isolated and composited into the graphic backgrounds.
Isolating the boot.
The supplied product images include isolated side, heel, front and outsole views. Removing the background and supports leaves the outline of the boot and studs for use in the graphic compositions.
One range, four surfaces.
A range film and one product film per outsole. MG/AG yellow, FG green, SG blue and TF red connect each product to its playing surface. Rotating views reveal the studs, while typography and drawn lines highlight the features of each model.
The outsole in detail.
The Firm Ground film focuses on the studs. Solid green highlights reveal the Dual Hardness zones; a glowing line follows the Flex H pattern before returning to the full boot.
Credits
- Brand
- Kipsta / Decathlon
- Agency
- M-Agency
- Art direction
- Frédéric Dauges
- Project management
- Pauline Zimmer
- Director of photography
- Rémi Duret
- Music and sound design
- Simon Fies
- Motion design, editing and adaptations
- Anthony Cavel / Antoka