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Jimmy Choo — Diamond Sneakers

An art film about the first sneakers released by the luxury brandInspired by Optics by our co-founder Maxim Zhestkov, Jimmy Choo contacted us and asked to create an art film for the release of their first model of sneakers. The structure of Diamond Sneakers is based on the geometry of crystals, and our goal was…

Jimmy Choo — Diamond Sneakers

An art film about the first sneakers released by the luxury brand
Inspired by Optics by our co-founder Maxim Zhestkov, Jimmy Choo contacted us and asked to create an art film for the release of their first model of sneakers. The structure of Diamond Sneakers is based on the geometry of crystals, and our goal was to illustrate the connection between materials of the shoes and diamonds that were the source of inspiration for fashion designers.

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Materials
The idea was to make a diamond our hero. One of its main features is that it is realistic—it has subtle imperfections of the surface and looks like something you can touch. 

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It was also important to show what the sneakers are made of. Leather and threads were also an important part of the scenario—they interacted with the lights, conveying the feeling of a material.

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Sneakers
Last but not least—the sneaker. Along with the more abstract images, we showed the model in its entirety, looking closely at some parts of it. Besides the 3D model of a sneaker, we also had a draft version of the sneaker in our office to examine it in real life and to understand how it interacts with a human wearing it.

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RnD
Our exploration of digitally reproduced diamonds and all of the light phenomena, which can be observed inside of a crystal. We explored different forms and colors to find a direction which would fit the client’s vision.

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Credits
Client: 
Jimmy Choo
Creative Direction: 
Maxim Zhestkov, Igor Sordokhonov
Design, Animation: 
Misha Shyukin 
Year:
2018

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