To introduce Amazon Fashion’s Virtual Try-On for Shoes application to the world, we wanted to create a film that seamlessly meshed a gritty, streetwear style with a digital-first mentality. Our goal was to highlight the app’s ease-of-use in a way that felt less like a product video and more like a music video.
Set to Tkay Maiza’s “Shook,” the end result is an anthem film that celebrates sneakerheads and casual shoe shoppers alike –– and one that’s bound to get your (virtual) shoe tapping.
The film is constructed as a series of six vignettes, each one featuring unique locations and characters, which flow together through whip-pan transitions and match cuts.
We used a combination of practical jump-cuts and VFX overlays to simulate shoes changing on our talent.
Filming on a motion control Bolt camera allowed us the ability to craft smooth POV shots that highlighted the app as much as the different worlds in which it’s used.
We also created custom banner images, inspired by our film’s POV shots, for Amazon’s homepage.
- Matt GenesisDirector