ARKK – Lion launch campaign
Launching a new shoe with a little help from our 3D department.
Client: ARKK Copenhagen
Our work: 3D/animation, VFX, Post-production & retouch
ARKK are a young ambitious sneaker brand based right here in our home town of Copenhagen. Their unique approach to sneaker design pulls on a different heritage than the average sports orientated shoe. Being Scandinavian, their sense of design, lust for simplicity and clean lines run throughout the shoe range.
The Lion roars
The Lion model is something of a statement design, acting as an ambassador for the brand. With a number of important buyer meetings in place and major selling opportunities on the horizon, ARKK had the need for the right promotional material.
However, there was one problem. At this stage of the product cycle there were only a few early production samples of the shoe available. Not the ideal material for selling in the new design. So that’s when ARKK’s chief marketing officer Martin called us to explore what’s possible.
CADline equals accelerated marketing
In response, we were happy to tell Martin about our CADline service. By taking existing design data we’re able to process it to the point that it becomes indistinguishable from the final product. This means marketing materials can be generated early in the products life, even before it physically exists.
Accelerated marketing equals sales
Once we received data of the Lion upper and outsole we processed it so that it’s surfaces were ready for the beauty treatment. Using physical samples as reference we began creating the various materials and textures that matched how the shoe would look once produced.
Whilst ARKK signed-off on our virtual version, we were ready with the mood boards and storyboard. ARKK needed an animation and series of print ready images for the launch. Taking their lead we created a simple architectural world with sharp angular planes and neon highlights that offered contrast to the shoes super clean sharp look.
We were able to help ARKK unleash their new design with the highest level of impact. We did this through the imagery and animation we were able to produce, all before the product started rolling off the production line. The results – a sold out shoe line that pushed the Lion shoe and the ARKK brand into the conscious of the sneaker hungry public.