When I first saw Lakai’s signature shoe created for professional skateboarder Guy Mariano, I was intrigued by the extreme combination of colors and textures. Neon orange was blended with a complementary, deep green, and everything from faux snake-skin to plastic could be found on the shoe. I wanted to create a spot that gave the shoe a personality through movement to match the design of the shoe itself. In this spot, the shoe “dances” dynamically to the nuances of the music (performed by “Adult.”) as transitions and variations of the main visual keep things interesting. The shoe was photographed 140 times from slightly different angles. All the shots were combined as footage and then rotoscoped, resulting in a large Quicktime file showing a complete rotation at 12 megapixels. That file could be scaled to extremes as video while holding detail captured in the RAW images. Alpha masks and a kaleidoscope effect were used to create backgrounds and transitions.