Brooks Running
Brooks Running
Brooks Hyperion — Product Story & Motion System
Brooks Hyperion — Product Story & Motion System
Brooks Hyperion — Product Story & Motion System
Designed a high-energy animation campaign for Brooks Hyperion, combining hand-drawn illustration mapped to shoe footage + 3D with live-action to showcase the shoe’s lightweight technology and racing pedigree.
Designed a high-energy animation campaign for Brooks Hyperion, combining hand-drawn illustration mapped to shoe footage + 3D with live-action to showcase the shoe’s lightweight technology and racing pedigree.
Categories
Integrated Campaigns
Content Platforms
Industry
Retail & eComm
At a Glance:
The Ask
Tell a fast, product-led story for the two-shoe Hyperion line—training (Tempo) and race-day (Elite)—so runners “feel” speed and tech immediately, and so content scales cleanly across channels.
The System
An illustration-driven brand + motion approach anchored in the product itself. We match-moved to Brooks’ shoe footage, then built 3D models (CAD for soles; photogrammetry for uppers) to fly the camera through features. We converted the illustrator’s look into shaders so the shoes read with a hand-drawn feel, and we assembled a transition toolkit for editorial speed under an aggressive schedule.
Outcomes
Channel-ready masters and ratios that partners could ship quickly—part of a multi-year Brooks program that contributed to a +15% sales/revenue lift and reinforced leadership in performance running.
At a Glance:
The Ask
Tell a fast, product-led story for the two-shoe Hyperion line—training (Tempo) and race-day (Elite)—so runners “feel” speed and tech immediately, and so content scales cleanly across channels.
The System
An illustration-driven brand + motion approach anchored in the product itself. We match-moved to Brooks’ shoe footage, then built 3D models (CAD for soles; photogrammetry for uppers) to fly the camera through features. We converted the illustrator’s look into shaders so the shoes read with a hand-drawn feel, and we assembled a transition toolkit for editorial speed under an aggressive schedule.
Outcomes
Channel-ready masters and ratios that partners could ship quickly—part of a multi-year Brooks program that contributed to a +15% sales/revenue lift and reinforced leadership in performance running.
(Overview)
Making Speed Visible—In Motion and in System
Hyperion had to read as precision speed, not just “another runner.” We led the creative stance and guardrails: a bold illustration language mapped to two distinct narratives—Tempo for training, Elite for race-day—to echo the line’s dual purpose. From there, we staged everything for post: match-move around the shoe, hero passes that expose components, and animation beats that let typography and line work carry the voice without slowing the pace.
On the build side, we modeled the shoes (CAD + photogrammetry) so we could execute dynamic technical scenes and keep the look unified with 2D, 2.5D, cel, and 3D animation. We turned the illustration pack into shader treatments and delivered a pieces-and-parts transition kit so editors could assemble platform cuts on-brand and on-spec—fast, predictable, and consistent at scale.
(Tech note for shoppers scanning the page: Hyperion uses Brooks’ nitrogen-infused DNA FLASH foam; Elite variants introduce race-day geometry/plate tech—context we supported visually without jargon-dumping.)
(Overview)
Making Speed Visible—In Motion and in System
Hyperion had to read as precision speed, not just “another runner.” We led the creative stance and guardrails: a bold illustration language mapped to two distinct narratives—Tempo for training, Elite for race-day—to echo the line’s dual purpose. From there, we staged everything for post: match-move around the shoe, hero passes that expose components, and animation beats that let typography and line work carry the voice without slowing the pace.
On the build side, we modeled the shoes (CAD + photogrammetry) so we could execute dynamic technical scenes and keep the look unified with 2D, 2.5D, cel, and 3D animation. We turned the illustration pack into shader treatments and delivered a pieces-and-parts transition kit so editors could assemble platform cuts on-brand and on-spec—fast, predictable, and consistent at scale.
(Tech note for shoppers scanning the page: Hyperion uses Brooks’ nitrogen-infused DNA FLASH foam; Elite variants introduce race-day geometry/plate tech—context we supported visually without jargon-dumping.)
(Architecture)
One Look, Complete Modularity
What locks / what flexes
Locked: illustration style, shader finish, type hierarchy, timing bands, product macro→feature cadence, end-lockups.
Flexible: shot order, copy beats, color accents, and duration families within approved ranges—so editors can adapt per placement while staying faithful to the system.
Modeling & compositing
CAD + photogrammetry pipeline (soles from CAD; uppers from turntable photo sets).
Camera tracks and rigged orbits to highlight components cleanly; shaderized line/fill to keep the hand-drawn feel even in full-3D passes.
Motion language
Toolkit of transition elements built early for editorial; refined in final comp.
Scene grammar that distinguishes Tempo vs Elite narratives (training rhythm vs all-out speed) while staying stylistically coherent.
Delivery & governance
Masters (:30/:15/:06) + 16:9 / 1:1 / 9:16 ratios; spec pack for codecs, safe areas, and slates to keep outputs version-correct and on-spec across partners.
Program impact
The same toolkit scaled across subsequent Brooks work—contributing to a +15% lift over the multi-year engagement.
(Architecture)
One Look, Complete Modularity
What locks / what flexes
Locked: illustration style, shader finish, type hierarchy, timing bands, product macro→feature cadence, end-lockups.
Flexible: shot order, copy beats, color accents, and duration families within approved ranges—so editors can adapt per placement while staying faithful to the system.
Modeling & compositing
CAD + photogrammetry pipeline (soles from CAD; uppers from turntable photo sets).
Camera tracks and rigged orbits to highlight components cleanly; shaderized line/fill to keep the hand-drawn feel even in full-3D passes.
Motion language
Toolkit of transition elements built early for editorial; refined in final comp.
Scene grammar that distinguishes Tempo vs Elite narratives (training rhythm vs all-out speed) while staying stylistically coherent.
Delivery & governance
Masters (:30/:15/:06) + 16:9 / 1:1 / 9:16 ratios; spec pack for codecs, safe areas, and slates to keep outputs version-correct and on-spec across partners.
Program impact
The same toolkit scaled across subsequent Brooks work—contributing to a +15% lift over the multi-year engagement.
Delivered while Co-Founder & Chief Creative Officer at The New Blank
