G/FORE G/18

Launch film for G/FORE's G/18 golf shoe — premium product visualization spliced with playful, almost rude transformations of the silhouette, holding the brand's "Disruptive Luxury" register without breaking the joke.

Client: G/FORE
Role: Art Direction
Studio: FutureDeluxe
Year: 2024
Tags: product film · 3D · CGI · motion
External: behance.net ↗

Description

G/FORE pitched it themselves: “Not Fore Everyone.” That’s the brief. They make a luxury golf shoe with the swagger of a streetwear brand, and the G/18 launch needed to land somewhere between proper product film and an inside joke. We split the edit into two registers and let them argue with each other — high-gloss product turntables on one beat, then the shoe morphing into stretched, squished, inflated, cubified nonsense on the next. The trick was committing to both modes hard enough that the whiplash became its own pleasure.

I art-directed and was deep in design and animation on this one, which let me hold the tonal seam tight — every weird transformation had to snap back to a true-to-life beauty pass before the next one started, otherwise it tips into novelty. The closing gag — shoe-as-golf-ball bouncing in before resolving to product — was where the whole concept landed.