Red Wing approached FutureDeluxe to craft a set of product films for the launch of their new work boot collection, Apex. The Apex family represents the pinnacle of sustainability, style, and safety. The hiker-style mid-duty work boot is made with sustainable materials but equally made for durability in both indoor and outdoor trades.
To capture the innovative spirit of the Red Wing brand while showcasing the product benefits of Apex, FutureDeluxe explored a creative approach to the films that married premium visuals of the product against the rugged materials of the environments it would be found in. The visual motif woven throughout the film of the boot stepping in various terrain serves to highlight the overall durability of the product, while providing the momentum of the film as we move through each product benefit vignette. Our films culminate in a final 360 of the product in a time lapse to give one final look at the boot as it completes its day.
Client – Red Wing
Designed, directed & produced – FutureDeluxe
Executive Creative Director – Ant Baena
Creative Director – Bryant Nichols
Producer – Angel Hu
Design & Animation – Bryant Nichols, Garett Gioia, Stefan Kang, Matt Taylor, Martin Cusano, Sam Cividanis
Modeling – Nick Zieroff
Compositing – Sam Cividanis, Garett Gioia
Audio – Zelig