Fitflop
Fitflop is known for designing shoes with a science-backed approach to comfort, flexibility, and support. They wanted customers not just to read about these features, but to see them in action.
The challenge: create a series of 3D animations that reveal the hidden technology inside each shoe — without losing the premium, fashion-forward feel of the brand.
Starting with the original manufacturing files, I reworked and optimised the models for a high-end CGI workflow. Using physical product samples as reference to match the materials. Each shoe was then brought to life in a smooth 360° rotation, with bespoke lighting and texturing highlighting the core design innovations.
The animations were integrated directly into Fitflop’s online store, appearing alongside product photos. Instead of static images alone, customers could now explore the craftsmanship and technology behind each style — increasing engagement and helping them make confident purchase decisions.