【sf-0724】 hyperice normatec elite, product, 2024

An inspiring collaboration with the innovative health technology brand Hyperice that resulted in multiple assets showcasing their latest update of the Normatec Elite, a scientifically backed dynamic air compression massage device.

We developed an abstract animated sequence that spotlights the individual features and craftsmanship of the product, and contributed the visual effects to a live-action piece that transitions from the old to the new device.

The animation intends to give an inspiring insight into the meticulous work and innovative development that goes into every Hyperice product. By focusing on the quality and precision of the Normatec Elite, we were aiming to convey the brand's commitment to excellence in a visually captivating way.

Our goal was to create a versatile library of shots for the client's diverse marketing needs, while also producing a cohesive and engaging edit. We captured everything from close-ups of zippers, textiles, and excellent craftsmanship to demonstrating the device's functionality and inflation process.

The result is a set of assets that are equally effective when used independently across various marketing materials or combined into a compelling edit.

【VFX transition】 

In addition to the abstract animated sequence, we
collaborated with director Christopher Sims and the talented team at Hyperice crafting the visual effects for a transition from the old to the new Normatec Elite. This updated version gets rid of the separate control unit, being the most advanced and fully integrated Normatec thus far.

The concept was to create a seamless one-shot transformation from the old Normatec to its updated version. This involved matchmoving multiple live-action shots, developing 3D elements and simulations, and seamlessly compositing everything together. The end result is a sleek motion asset that effectively communicates the updates on Hyperice’s marketing channels.

【design development】

As with all of our projects, there is a wealth of creative material that is being explored by the team during our research and development phases. Below is a small selection of ideas and designs that didn’t make it into the final assets.

【credits】

Design & Direction
someform Studio
 
Creative Team
Helge Kiehl
Matthias Winckelmann

Yannik Wenk
Jacqui Munoz
Lisa Tobiasson
Conrad Ostwald
Christoffer Wolters

Client
Hyperice