Andrew Milner, EP/partner at London motion design studio Alchemy: “After seeing some spec work we’d done, Urban Outfitters got in touch with us to help launch their New Balance 2002 sneaker collection.
“The brief was exciting as they wanted us to create three short videos that bought to life the comfort and aesthetic of the 2002 collection in a way we thought was visually interesting and engaging. In response, we developed the concept of an infinite loop of a rotating New Balance playground.
“Within this playground, we see different variations of the shoe interacting with different objects and apparatus designed to demonstrate the shoe’s comfort and durability. Paired with a striking pastel color palette these animations are worth watching again and again as you spot different elements and features within the loop.”
Client: Urban Outfitters, New Balance
Production: Alchemy
