bauer: powerfly holder
Working together with Nifty Studio, we created a high-end 3D animation to showcase the new POWERFLY Holder, by Bauer—a piece of equipment designed to adapt and respond to every skating move. The animation was conceived as a dynamic, exciting piece, highlighting both the new technology in the holder itself, as well as the possibilities it opens in the rink.
A major part of the project was allowing Bauer space to break it apart and incorporate it into their website and social media as it best served them, so every part of the video had to stand on its own, both in motion and as a still image. This way of thinking allowed us to have several moments to highlight specific technical features while retaining the excitement of the piece and the premium feel of the video as a whole
The balance between design and excitement was crucial to the piece, and I believe it's especially noticeable in this frame, which highlights the actual use of the holder in the rink, which also serves to showcase the materials of the holder, and especially the ice, both below and flying across the screen, carrying the momentum of the action.
You can check out Nifty's project breakdown here.
CREDITS
Creative direction by Brian Long
Executive production by Andrew Johnston
Animation by Ignacio Vega and Brian Long
Design by Ignacio Vega