Comfort in every step. The SURGE 1 🤩🎬 #madetomove

The Berry and Steve Madden create a stylised CGI film; showcasing their new, all day sneaker. The SURGE 1.

Steve Madden wanted a video that would breathe life and performance, into their latest shoe design; showcasing its versatility for any day, any situation, and any terrain, through an artistic CGI film.

The Berry’s CGI team created diverse, conceptual environments, ranging from organic terrains like outdoor grass and dirt, to an athletic and sporty gym setting… concluding with a portrayal of comfort and lightness.

This project is a great example of what can be achieved with photogrammetry methods as opposed to traditional 3D modelling methods.

A physical version of the trainer was photographed in a studio environment, from every possible angle. These photos were then put through specialised software, that analysed the images and converted them into a single, high-quality, 3D model.

Not only is this technique 10x faster than 3D modelling from scratch, but it also produces photorealistic results, as ultimately the model is made entirely from live-action photography.