When brought on to this Project, there was a clear idea of what the animation needed to represent. Sustainability. I knew that the Mid-sole was made from a new technology allowing the product to be made from plants, and at its end of life - turn back into dirt. With that information I went straight into storyboarding, and then animation.

​

At first the client wanted the animation to be in 3D and feel "Tech" like. Eventually, the creative team and client felt that this product should feel more natural, more hand made. So, we pivoted to full 2D animation. giving the video a whimsical, natural feel.