ABOUT

Introducing G/18, the latest line of footwear from Los Angeles-based G/FORE. Blending a modern sports silhouette with a traditional golf shoe, G/18 is here to disrupt and level up your golf style.

Not Fore Everyone.
To capture this outside-the-box shoe design, FutureDeluxe chipped into G/FORE’s Disruptive Luxury aesthetic, pairing high-fidelity product visuals with overtly playful vignettes of the shoes taking on unexpected forms.

Taking inspiration from the G/FORE playbook, a sense of playfulness was present through the animation, paired with blocks of solid bright colour to help bring the film into the world of G/FORE.

Research and development
The initial brief evolved to produce a weird and wow moment for releasing the new shoe. To capture the warping of the golf shoe, the team developed some techniques for the shoe deformation and a workflow of creating the morphed shapes in Houdini, then bringing them into C4D to be used in a pose morph.