The Berry Launches Steve Madden's Surge 1 Sneakers with a Vibrant CGI Film

Steve Madden wanted a powerful launch film that would breathe life, comfort and performance into their latest shoe design, the Surge 1 sneaker. So, The Berry ensured to showcase its flexibility and versatility for any day, any situation, and any terrain, through an artistic and conceptual CGI film.​

​The Berry’s creative CGI team produced diverse, colourful and conceptual environments, inspired by real-world settings. The hero sneaker poses and performs, showing off its comfortability and lightness, in organic terrains including; on outdoor grassy earth setting, in a sporty neon gym location, and in an airport-inspired environment.​

This film, which features the Steve Madden product at the centre of its frame, from all angles, is a fantastic example of what can be achieved with photogrammetry, as opposed to traditional 3D modelling methods.​

​The photogrammetry process involved a physical version of the Surge 1 trainer being photographed in a studio environment, from every possible angle. All the photos of the shoe were then put through specialised software that analyses all the images and converts them into a single, high-quality, 3D model.

Not only is this technique MUCH faster than 3D modelling from scratch, but it also produces photorealistic results since, ultimately, the model is made entirely from live-action photography, and ensures a 100% accurate and detailed representation of a product.

About The Berry & The Berry Boys: 

The Berry is a London-based Creative Production Studio, that creates live action and animated content, TVCs and films, with tech-driven methods. The Berry develops, builds and produces bold, award-winning creatives that combine live action, 3D, Animation and visual effects to visualise stand-out creatives.

The Berry has since gone on to launch The Berry Boys. A company that focuses exclusively on Burnham and Robson’s VFX/CG/Live Action filmmaking. The Directing Duo create action-packed adverts, which are powered by The Berry’s in-house production and post-production teams.