There comes a time when every brand needs to defy the norm and push the standard product video to the limit. We were glad The North Face chose Freeride Entertainment to bring its multi season 3D shoe and apparel campaign to life, and set the new benchmark for the brands video marketing initiative.
The North Face prides itself in testing its products in the elements. The HyVent Jacket shoot took us to the Whistler backcountry so we could capture the athletes in their environment, in order to create photo real images. "To achieve these results we shot with the Phantom camera… its high frame rate slowed the athletes movements down to properly showcase the outerwear and provided amazing latitude in post production", says Scotty Carlson, the assistant director on the project. Variable weather was a challenge on this shoot, but we were able to gather information like lighting conditions, surrounding environment and crucial reference pictures of the HyVent jackets to recreate the floating pieces in post production. "A lot of work goes on behind the scene of what usually seems like a simple effect." - Dan Gaud, Visual Effect Supervisor
The Hayasa Shoe and Better Than Naked Jacket shoot in Keswick, England, brought with it weather related challenges as well. With annual precipitation hitting 80 inches, athletes Kami Semick and Jezz Bragg bared all in the 8-degree pouring rain. "Capturing the heat and moisture exchange between fabrics and the human body was new to me" says director Derek Westerlund. "We knew properly lighting this shoot was mandatory, but inconsistent weather made this extremely tough".
Several still photos and 4k Phantom shots were obtained in England but the final FX modelling was done back at our studios. "We set out to model and texture each part of the shoe separately to create the exploding animation," then we integrated those 3D objects into the backplates we shot earlier in the UK.