New Balance | Freeze V
Process Breakdown
Project Role: Art Direction & Senior Motion Designer
Formats: 16×9 and 9×16, delivered as cutdowns for Instagram, YouTube, and sales presentation use
I was responsible for art direction and motion execution, guiding the project from early concept through final delivery while collaborating closely with a cross-functional team.
The objective was to present the product through a sleek, modern visual approach that blended CGI seamlessly with live-action footage. Working alongside a 3D modeler and an on-set specialist capturing HDRIs, the motion system was designed to feel grounded, realistic, and visually cohesive across both social and presentation contexts.
My role focused on shaping the visual language, look development, and final motion execution. Using Cinema 4D, Substance Painter, and Redshift, I developed physically accurate materials and lighting setups to ensure the 3D elements integrated naturally with the live-action footage. For final delivery, I organized and handed off 3D assets and render passes to an editor, supporting efficient integration and cutdown creation across formats.
Challenges & Solutions
Matching CGI to Live-Action Footage
A key challenge was ensuring the 3D elements matched the live-action footage closely enough to feel natural and unified. Any mismatch in lighting, material response, or scale would immediately break realism.
To address this, HDRI data captured on set was used as the foundation for lighting and reflection, allowing the CGI elements to respond accurately to the real-world environment. Materials were refined and calibrated to maintain consistency between physical and digital surfaces.
Blending Turf and Lighting Into a Cohesive Environment
Another challenge was blending the turf and lighting so they felt like part of the same physical space rather than separate elements.
Through iterative material refinement, lighting adjustments, and careful balance between direct and ambient light, the environment was unified into a single photorealistic scene. This ensured the product remained the focal point while maintaining a believable, grounded setting.
Coordinating Cutdowns and Editorial Handoff
With multiple cutdowns required across platforms, clear organization and editorial handoff were essential.
I prepared and delivered structured 3D files and render passes optimized for editorial use, allowing the editor to efficiently assemble multiple versions while preserving visual consistency across 16×9 and 9×16 formats.
Result
The final deliverables present the product through a polished, photorealistic motion system that supports multiple formats, platforms, and use cases. By aligning art direction, technical execution, and collaborative workflow, the project delivers a flexible set of assets suitable for social distribution, YouTube, and sales presentations.
