ABOUT

Developing branded characters, such as the Asics 'Gellyfish', is one of SB’s most rewarding and inspiring types of project work. Designing a hybrid of a jellyfish and an innovative sports shoe with a full 360˚ gel sole, that is not only believable but both beautiful and eye-catching, required a wide range of skills, from laser scanning the prototype shoe to organic sculpting and procedural simulation of the tentacle movements. The resulting stills and animation were the culmination of balletic choreography of jellyfish movements, bespoke illumination and particle systems and a consistent creative direction across all deliverables.