CURRY 12 Launch
Overview
Defy Gravity
W&F partnered with CurryBrand for the second year running to create the key visuals and design system for the Curry 12 launch.
Our year-long collaboration with Under Armour was centered around crafting a dynamic design system that not only highlights the Curry 12 but also offers versatility for future colorways.
We began by designing a CG-rendered world that pushed the boundaries of space.
With the world and CGI assets in place, we refined the design elements—focusing on typography, badging, textures, graphic components, and establishing a cohesive visual language for motion and photography.
The final deliverables encompassed all the key assets needed for a cohesive product marketing rollout, spanning web, social, and retail.
Curry 12
Nebula Render World
Design BTS
Early Design Development
Some concepts still on the cutting room floor.
CGI BTS
Render World Explorations
Other worlds we tried out before landing on the "Nebula" world
The people behind it all
Credits
- (ECD) Andrew Jerez
- (Head of Production) Chris Grey
- (Comp Lead) Elliot Fan
- (CG Artist) Yura Seo
- (CG Artist) Carlos Aartsen
- (Design Lead) Stephen Hannon
- (Design) Kieran Baybutt
- (Modeler) Hung Ma