Do you think that it is possible to analyse, comprehend and use the data extracted from your walking way to personalize and create the best shoe for you?
HP absolutely does. And they have created a brand around that idea: HP Fitstation.
We have teamed up with Tigrelab and Firma to create the new video presentation for the launching of HP Fitstation at the ISPO Munich 2019.
The piece was shown in 2 screens on 90 degrees, creating a dynamic corner wall for the stand of HP at the event.
The motion piece that we have created is a metaphor of the HP Fitstation system.
First of all, a platform with pressure sensors detects the weights and characteristics of the feet.
After that, an explosion of data fills the system, and it starts to organize and structure the data to tell you all the information about your feet and walk cycle.
With this info, you will be able to create custom shoe soles from 3D printing, design your perfect shoe or select the existent shoe that is more compatible for your feet.
We also have created a series of styleframes, digital & print ready to expand the graphic experience of HP Fitstation.
In every project, the most essential part of the process is the Research & Development stage.
This is the space where we can explore, experiment and create the base of what the project will be.
Lighting, shapes, materials composition…
Welcome to our lab.
Coming back to reality
The graphic material that we created was showed at the HP Fitstation stand at the IPSO Munich 2019.
Colors, movement, composition and data mixed up to create a unique brand identity.
Client: HP Fitstation
Creative concept: Firma (Spain)
Art Direction: Tigrelab (Spain)
3D Design: Hitabarity 3D
Animation: Hitabarity 3D
Composition & Post FX: Borja Aguado