Shoe Commercial Project

The following section outlines the initial project idea developed for this unit’s assignment. At an early stage, the project was intended to take the form of a commercial concept focused on product visualisation and cinematic effects, inspired by On Running’s trail shoe line and its Missiongrip™ traction technology. As the project progressed and my learning priorities became clearer, I made the decision to change direction. I chose to move away from this concept in order to focus on an environment-led CGI project, which ultimately became the final outcome. Although this initial idea was set aside, it played an important role in shaping my early research and creative thinking for the unit.

Project Summary – “Grip for All Seasons”

For this project, I am producing a 60-second VFX commercial inspired by On Running’s trail shoe line, focusing on their Missiongrip™ traction technology. The aim is to showcase how the shoe adapts to different terrains through a cinematic sequence that blends product visualization, CG environments and motion-driven visual effects.

Concept

The concept, titled “Grip for All Seasons,” communicates the idea that every outdoor run is shaped by its environment. The shoe becomes a symbol of confidence and adaptability — performing consistently across very different terrains.

Environments

The short film will be structured around three CG landscapes, each designed and rendered in Unreal Engine:

1. Desert Cliffs — Grand Canyon
   Dusty reds, dry rock textures, and warm sunlight. Represents endurance and stability.
   Mood inspiration: Utah desert canyon walls and rocky ledges.
2. Swiss Alps — Snow & Rock
   Bright, crisp lighting with snow patches, cold tones, and dramatic alpine cliffs.
   Reflects On Running’s origin: “Born in the Swiss Alps.”
3. Mountain River — Wet Stones & Splash
   Mossy rocks, running river water, reflections, and dynamic splashes.
   Symbolizes movement, energy, and unpredictability.

Technical Approach

• The shoe will be modelled in either Cinema 4D or Maya
• The shoe texturing will either happen in Redshift/UE
• The environment will be created in Unreal Engine 

I modelled my first ever shoe, in C4D:

Then I started modelling a more complex shoe in Maya:

3 Environments:

1st Environment – Desert Cliffs, Grand Canyon

2nd Environment – the Swiss Alps:

3rd Environment – Forest in the Mountains by the River

These are the chosen shoes that I am going to model:

ON Running – Cloudventure Waterproof, Trail running shoe