The Tech in Hi-Tech

What’s in a shoe? That’s what this innovative and futuristic video demonstrates. By examining not only the materials layer by layer, but also showing the practical application of this impactful technology, what was once “just a shoe” comes to life as complete, full-featured footwear that guides, protects, and harnesses the power of human motion to adapt and foresee every step with greater precision, glice and lift, creating the end result that puts the tech in “Hi-Tec”.

Client – BDA London
Creative Director – Angela Cann, Oli Ingram
Director – Jun Iwakwawa
Designer | 2d animation | compositing – Jun Iwakwawa
3d animation | modeller – Leonario Fernandes