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Reserva 12 Loops

Digital artists around the world explore the meanings of "Reserva Pra Calçar" through loop animations, with creation, art direction, and curation by Hardcuore. The project received positive recognition for showcasing sneaker models in innovative visual perspectives.

We mapped 12 renowned 3D artists from around the world to collaborate with us and together we developed a universe of meanings for "Reserva Pra Calçar."

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Each sneaker was 3D scanned, and its images were refined to ensure uniformity in modeling quality.

We connected the brand to the global scene by showcasing the models from a never-before-seen perspective.

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12 loops, 12 global animation artists

We were challenged to create a digital and innovative campaign for the Reserva shoe line. We decided to show shoes from perspectives never before exploited, developing a universe of meanings for “Reserva To Wear”.

We mapped 12 renowned 3D artists from around the world to collaborate in the project, working under our creative direction to make different looping animations. Each pair of sneakers was ascribed a word symbolizing an attribute, such as ‘Comfort’, ‘Fluidity’, ‘Versatility’, as well as inspiring animations.

All models were scanned in 3D and their images refined so that the artist could have the same modeling quality. A detailed representation and texturing process to enable a precise and uniform work, even without the shoes at hand.

The videos turned into posts on the brand’s Instagram feed and stories, followed by a special text containing the campaign concept. They were gradually disclosed every month, totaling one year. Images were also worked out in other formats to be displayed on both printed and digital material at Reserva’s stores and website.

The project had a positive repercussion for bringing each one of the models into innovative visual perspectives, in addition to having connected the brand to the global scenario. The idea also includes an exposition following completion of the 12th loop, gathering all animations, their texts, and the real shoes, all immersed in an artistic context.

Credits

  • Agency
      HardCuore
  • Creative Direction
      Breno Pineschi + Rafael Cazes
  • Art Direction and Curatorship
      Breno Pineschi
  • 3D Artists
      Branco Rooijakkers aka Brancuzi, Florent Porta, Flavio Carvalho, Rita Louro, Sebastian Baptista, Nidia Dias, Melvin Le Riboter, Martina Stiftinger, Juanma Mota, Esteban Diácono, Flavio Mac e Travis Ragsdale
  • HardCuore Team
      Paulo Simi, Deborah Zapata e Renata Garcia