Smith Optics

Smith Optics came to us asking for some creative love for a new line of colors they were about to release. When a creative challenge comes into the fold we tend to get excited. It’s not everyday you get to bring the sporting side together with the artistic side. We put together a few ideas and together we couldn’t choose between the top two. The Smith team then said, “Why don’t we just do both of them?” Enough said. 

This first concept was for two group shots revolving around the figures each in different Smith colorways with matching monochromatic cycling kits. The background would be flat and neutral to allow the colors to pop. We put the figures together into unique fashion type poses making this concept come to life. We did one scene in the grass for the mountain bike line and one on an abandoned road for the road products. 

The second idea was a projections concept about bringing emotion and energy to the final images with more focus on the product itself. For this one we started with digital projections on the figure and lit them with contrasting LED lights. For these we focused on the textures and color palettes of the new Smith colorways. From there we added some slight color foreground distractions to add depth and a few color flares. From there we did stop frame animations of the figure moving with the product on their head. The figure is spinning in a circle and the product changes color every time their back is to the camera. The end result was a chest up shot of each colorway for men and women along with rotary animations of each colorway.