New Balance: Flexonic MX99 Trainer
New Balance Canada asked us to create an animated video to introduce the Flexonic MX99 trainer, a shoe designed to enhance training via the dynamic flexibility of its design and construction.
We had previously worked with New Balance to create an animated video for the Fresh Foam 1080v7 – and on the heels of that successful launch, New Balance returned to us with another ask.
Our animators made good use of supplied 2D digital assets to bring the Flexonic to life – by dissecting, manipulating, re-imagining and re-assembling those assets to present the Flexonic from a variety of perspectives. For instance, the individual segments of the sole appear, multiply and then converge in a serpentine motion that recalls the strands of DNA – and then, like extraordinarily supple bones, they snap into their final formation.
To achieve this level of imaginative yet convincing detail, our team planned each shot meticulously. The inspiration was the idea of the Flexonic as a true extension of the body – something that becomes abundantly clear the moment a consumer tries on a pair. Our video set out to vividly capture the feeling of the responsive nature of this extraordinary shoe.
This animated spot for the Flexonic MX99 Trainer picks up where our video for the Fresh Foam 1080v7 left off, affording New Balance Canada a cohesive and cool new aesthetic as it flexes its creative muscles.
