HNDRD · 2025 · 3D generalist
HNDRD Phenom — DuraCore Technology Animation
A CGI product animation created for HNDRD’s Phenom badminton shoe, showcasing its DuraCore technology — an abrasion-resistant upper layer designed to withstand the friction and demands of high-intensity court movement.
Rigid-body
Simulation
Internal tech
Focus
Flagship
Positioning
Concept & brief
The animation was created to showcase the advanced technology integrated into the Phenom badminton shoe. The primary objective was to visually educate the audience on how these technologies are incorporated within the shoe and how they contribute to the player’s performance. At the same time, the animation was designed to create a strong visual impact and position the Phenom as a premium, flagship-level performance product.
Process
I was provided with the final shoe model along with a storyboard outlining the key shots and visual direction. Working within the given structure, I handled the shoe animation, lighting, and rigid-body simulations. The animation focused on revealing the internal technology through dynamic product movements and simulations, while the lighting and camera work were used to emphasize the materials, construction, and premium character of the shoe.
Delivery
A premium, high-impact product film that educates the audience on the internal technology while positioning the Phenom as a flagship performance product.