Clarks Shoes is aiming to shift consumer perception of its brand with a new ad showing the redesign of its 30-year-old ‘Nature’ shoe.
Clarks’ campaign for the Nature shoe aims to promote Clarks’ embracing of technology within its heritage
Created by animation and production studio, BlindPig – sister company to Absolute Post – the ad takes consumers on a technological journey following the creation of the Nature shoe, to showcase its “redesign” and “rebirth.”
The end of the ad sees a manufacturer re-design the shoe with wood, the ad ends with the words ‘Redefined; Redesigned; Reborn.”
Ric Comline, creative director of BlindPig said it was important to communicate to consumers Clarks has been “at the forefront of technological discoveries,” using 3D printing for more than 20 years.
“The creative team at Clarks had a strong vision of what they wanted to achieve, so as creative collaborators, our job was to take that idea and translate it into a fully-formed concept and something visually captivating,” Comline said.
Kirsty Murray, senior producer at BlindPig, said working with Clarks gave the agency the capacity to be “nimble and reactive” to “creative leads.”
Commenting on the process of production, Comline added: “One of the greatest challenges was building the shoe in animation and doing justice to the product.
“To best achieve this, we experimented with a combination of Cinema 4D and Maya, harnessing elements of each, such as the interactive capabilities of Cinema 4D and the photo-real capabilities of Maya.”
The campaign launched today, February 17, and will run in stores globally.
- Director: Ric Comline
- Production Company: BlindPig
- Producer: Kirsty Murray
- Live Action DOP: Gareth Ward
- 3D Artists: James Coore, Matt Burn, Christina Castelo Branco, Stephen (Huggy) Henry, Aaron Masih, Dan Baiton & Jesse Baber
- 2D Artists: Owen Saward & Chris Tobin
- C4D Artists: Ric Comline, Tom Cardo-Moreno & Christine Peters
- Sound Design & Music: Joe Worters