• 10.28.16

    Serial Cut Transforms the Past into the Future for Converse

    Our pasts are constantly catching up to us, but we rarely get to see the relationship between the past and the present as beautifully as what Serial Cut created for Converse. The sneaker company has spent a good portion of this year updating some of their classics so they asked Serial Cut to show us what those updates look like in an evolutionary way. Converse gave Serial Cut access to some of the original footwear, and they created a series of videos wherein we watch the old versions turn into the updated models. The All-Star, Auckland Racer, Thunderbold, and Jack Purcell are all brought into the future. “We wanted to create dynamic, thrilling and unexpected motion pieces,” explains Sergio. “To get this feel, we made some tests until we reached the right way that really told the story.” It took some tweaking, but once they found the right aesthetic it was full steam ahead in creating a veritable library of transformations.

    Handling shoes that are decades old can be tricky, and using CGI to bring them into the future presents its own challenges. “With no doubt the first motion piece of the All-Star Modern was the hardest one,” says Sergio. They started with the original shoes, photographing them from every angle in a very condensed period of time, and then created them piece-by-piece in the computer. “All the vintage and new sneakers were created in CG,” Sergio explains. “The animation process was a bit tedious because we had to find the right look and feel to define the rest of the other movies. So finally we got a very nice and thrilling motion piece and I think is my favorite. Deconstructing this vintage sneaker was really fun.” The shoes shape shift from their OG looks and reconstruct as the newest versions. It’s a clear transformation from the past to the present.

    There’s a lot of benefits in a project like this one, not least of which is that it’s with a company like Converse. “Working for a big brand like Converse means a lot of exposure,” says Sergio. “But aside of this, the product is nice, and how we tell the story as well. This is the typical project that goes directly to our portfolio.” Results like the ones Serial Cut achieved are dynamic and exciting, and it makes sense that Serial Cut would be as proud of it as they are.

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