In 2018, legendary footwear brand Jimmy Choo launched their first sneakers, called Diamond Sneakers. A new model combined athleisure style and the brand’s luxury aesthetics. The idea behind the concept was ‘stepping into a diamond’, and for this model Jimmy Choo combined the traditional sneaker shape with an enormous and innovative ‘diamond’ sole, creating a streetwear object which, at the same time, exists in the realm of haute couture.
Inspired by Optics by our co-founder Maxim Zhestkov, Jimmy Choo contacted us and asked to create an art film for the release of the sneakers. Our task was to create an art film that showed the materials of the shoe and the refractions of light in a diamond, captured by the creators of the sneakers and implemented in the sole.
The idea was to make a diamond our hero. One of its main features is that it is realistic—it has subtle imperfections of the surface and looks like something you can touch.
It was also important to show what the sneakers are made of. Leather and threads were also an important part of the scenario—they interacted with the lights, conveying the feeling of a material.
Last but not least—the sneaker. Along with the more abstract images, we showed the model in its entirety, looking closely at some parts of it.
Besides the 3D model of a sneaker, we also had a draft version of the sneaker in our office to examine it in real life and to understand how it interacts with a human wearing it.
Our exploration of digitally reproduced diamonds and all of the light phenomena, which can be observed inside of a crystal. We explored different forms and colors to find a direction which would fit the client’s vision.
Maxim Zhestkov, Igor Sordokhonov