Brooks Running
Brooks Running
Aurora — Product Storytelling
Aurora — Product Storytelling
Aurora — Product Storytelling
A cinematic brand + motion system for Brooks Aurora-BL—zero-gravity storytelling grounded in engineering (DNA Loft v3, decoupled midsole), produced with live action, VFX, and CG so the tech reads at a glance across web, social, and retail.
A cinematic brand + motion system for Brooks Aurora-BL—zero-gravity storytelling grounded in engineering (DNA Loft v3, decoupled midsole), produced with live action, VFX, and CG so the tech reads at a glance across web, social, and retail.
Categories
Integrated Campaigns
Content Platforms
Industry
Retail & eComm
At a Glance:
The Ask
Introduce a BlueLine Lab concept shoe—Aurora-BL—so the tech feels instantly tangible: nitrogen-infused DNA Loft v3 cushioning and a decoupled midsole that delivers a “run-on-the-moon” sensation.
The System
A cinematic brand + motion system that fuses live action, VFX, and CG: a zero-gravity narrative anchored in NASA archive visuals; a film plan (Arri Alexa Mini for principal plates; Phantom high-speed to capture heel-strike flex); set builds (BlueLine lab + moon surface); and a CG pipeline (photogrammetry model, rigging around the decoupled sole, and a custom retroreflective heel-cap shader).
Outcomes
A cohesive launch kit that teams could pick up and ship fast—part of a multi-year Brooks program that supported category leadership through consistent, high-impact storytelling.
At a Glance:
The Ask
Introduce a BlueLine Lab concept shoe—Aurora-BL—so the tech feels instantly tangible: nitrogen-infused DNA Loft v3 cushioning and a decoupled midsole that delivers a “run-on-the-moon” sensation.
The System
A cinematic brand + motion system that fuses live action, VFX, and CG: a zero-gravity narrative anchored in NASA archive visuals; a film plan (Arri Alexa Mini for principal plates; Phantom high-speed to capture heel-strike flex); set builds (BlueLine lab + moon surface); and a CG pipeline (photogrammetry model, rigging around the decoupled sole, and a custom retroreflective heel-cap shader).
Outcomes
A cohesive launch kit that teams could pick up and ship fast—part of a multi-year Brooks program that supported category leadership through consistent, high-impact storytelling.
(Overview)
Elevating Innovation Through Cinematic Storytelling
To launch a BlueLine Lab concept credibly, I framed the story as engineered wonder, not just spectacle. We rooted the visual language in the Apollo/NASA vernacular, then translated product proof into cinematic beats—the “weightless” motif, heel-strike micro-moments, and lab-to-moon transitions—so runners feel the benefit before they lace up.
I directed the system decisions that make the benefits legible at speed: Alexa Mini for principal plates, Phantom at 200+ fps for cushioning flex, practical builds (BlueLine lab, moon regolith), and CG that mirrors the real shoe—photogrammetry modeling, rigging around the split midsole, and a retroreflector shader for the heel cap—packaged into masters and social ratios faithful to the brand language.
This cinematic system also plugged into the broader Brooks content program—contributing to a +15% sales lift across campaigns while keeping execution consistent across web, social, and retail.
(Overview)
Elevating Innovation Through Cinematic Storytelling
To launch a BlueLine Lab concept credibly, I framed the story as engineered wonder, not just spectacle. We rooted the visual language in the Apollo/NASA vernacular, then translated product proof into cinematic beats—the “weightless” motif, heel-strike micro-moments, and lab-to-moon transitions—so runners feel the benefit before they lace up.
I directed the system decisions that make the benefits legible at speed: Alexa Mini for principal plates, Phantom at 200+ fps for cushioning flex, practical builds (BlueLine lab, moon regolith), and CG that mirrors the real shoe—photogrammetry modeling, rigging around the split midsole, and a retroreflector shader for the heel cap—packaged into masters and social ratios faithful to the brand language.
This cinematic system also plugged into the broader Brooks content program—contributing to a +15% sales lift across campaigns while keeping execution consistent across web, social, and retail.
(Architecture)
System in Practice
How the story stays crisp across channels.
Narrative Engine
Zero-G motif + BlueLine ethos; NASA-inspired visual grammar for credibility and delight.
Cinematography & Sets
Alexa Mini for run/lab/VFX plates; Phantom slow-mo for heel-strike flex.
Practical builds: BlueLine lab environment + moon surface for seamless cut points.
CG/VFX Pipeline
Photogrammetry base model when CAD wasn’t sufficient; rigging keyed to the decoupled sole.
Materials pass incl. retroreflective heel-cap shader to behave like real retroreflectors.
Brand Artifacts
BlueLine program jacket + patch system (mission-style) used on set to embed narrative/world-building.
Content Kit & Ops
Masters (:30/:15/:06) + 16:9 / 1:1 / 9:16 cutdowns; thumbnail/title patterns.
Retail/OOH spec pack (screen maps, brightness/contrast guardrails); delivery specs for partners. (Aurora-BL was a limited release—kit supports refreshes and derivatives.)
(Architecture)
System in Practice
How the story stays crisp across channels.
Narrative Engine
Zero-G motif + BlueLine ethos; NASA-inspired visual grammar for credibility and delight.
Cinematography & Sets
Alexa Mini for run/lab/VFX plates; Phantom slow-mo for heel-strike flex.
Practical builds: BlueLine lab environment + moon surface for seamless cut points.
CG/VFX Pipeline
Photogrammetry base model when CAD wasn’t sufficient; rigging keyed to the decoupled sole.
Materials pass incl. retroreflective heel-cap shader to behave like real retroreflectors.
Brand Artifacts
BlueLine program jacket + patch system (mission-style) used on set to embed narrative/world-building.
Content Kit & Ops
Masters (:30/:15/:06) + 16:9 / 1:1 / 9:16 cutdowns; thumbnail/title patterns.
Retail/OOH spec pack (screen maps, brightness/contrast guardrails); delivery specs for partners. (Aurora-BL was a limited release—kit supports refreshes and derivatives.)
Delivered while Co-Founder & Chief Creative Officer at The New Blank
