It was animated about a year ago, and already had a working edit with some keying and effects. Initially I was just brought on to the card just to do some rotoscoping in areas like the clamps holding the shoes. That didn't take too long, and I was given the choice to work on the backgrounds for it too, which I jumped on. From there I kept doing more stuff like keying, some motion tracking, sound editing, and the end cards until the piece was done.
These are what the raw shots looked like.
And here are the backgrounds I made. Shot three has all the elements separated to create a multiplane effect in after effects. That second row of shoes in the shot is just the first row of shoes duplicated and moved around.
Props that needed repeating I would make as assets and then skew as needed. I Dug through some psds and made these gifs. It's so much the actual progression, just turning layers on/off, but you get the idea. (click them to see them not cut off)
For the end cards I made the lettering out of shoe laces! I pinned them to a template (printed backwards to keep the backside of the letters as the working surface) and super glued them to hold their shape.
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