I really like this ad. At first glance it looks like yet another CG macro sport shoe ad with the typical ‘motion graphics’ and deforming parts that slowly build up the shoe. And that does happen, but in this case they actually clearly explain what it is for, in a very down to earth and simple way. There’s a bit of marketing hype and stuff…..but I’ll forgive them that. Also, the shoe looks cool.

UNDER ARMOUR: HOVR HAVOC from AlreadyBeenChewed.tv on Vimeo.