ABOUT

MAC – Duality in Motion
Client: 47 Street
Project: 3D Product Video / FW25 Collection

A bold, fully 3D video celebrating the genderless “Mac” sneaker through the concept of DUAL: strength and softness, black and white, masculine and feminine — in balance.

The Challenge
47 Street approached us to create a short 100% 3D video for the FW25 collection, featuring their standout product: the Mac sneaker. The goal was to communicate its key product features, textures, and technological elements in a visually compelling and vibrant way.

The piece needed to:
• Emphasize the genderless identity of the product (sizes 35–45).
• Showcase contrasting materials and textures.
• Maintain a strong urban and skater aesthetic.
• Present the removable accessory in a fun, youthful way.
• Be adaptable in both horizontal and vertical formats.
• Fit a duration between 10–40 seconds.

All of this was to be achieved through a fully CG execution, delivering a piece that was both stylish and informative.

The Solution
Concept: DUAL
To reflect the essence of the Mac sneaker, we crafted a concept based on DUALITY — the balance of opposites:

• Resilience vs. Comfort
• Black vs. White
• Masculine vs. Feminine (Genderless)

We designed the video using alternating black and white backgrounds, contrasting hard shadows and soft light, and accentuated the sneaker’s dual nature with dynamic lighting and textures.
The rhythm of the edit reflects urban culture — sharp, punchy, and visually rich.
Special focus was placed on the accessory (lettered charms), designed to allow personal expression by threading them through the laces.

The Process

• 3D Modeling & Texturing: Detailed sneaker model with multiple materials, textures, and branded elements.
• Visual Language: Monochrome setups, light and shadow to highlight form and contrast.
• Animation: Sharp, energetic cuts and camera moves, showcasing the sneaker and accessory in a youthful, expressive way.