The fun of tracking the CG sneaker wars is in the fine details and this new director’s cut from CD Miguel Rato and Steelworks Studio for Lululemon’s Chargefeel 3 workout shoe delivers plenty of technical and creative finesse.

Miguel Rato: “For the director’s cut of Lululemon’s Design DNA series, we reimagined the story of the Chargefeel 3 with a heightened cinematic approach with snappier edits, moodier lighting, and stylized CGI that leans into tone as much as technicality.

“Each frame was engineered to echo the shoe’s own design philosophy: responsive, dynamic, and purpose-built. We used dramatic lighting to sculpt every detail, fast-paced cuts kept the energy high and the viewer engaged, and detailed simulations exposed the high-performance materials hidden in plain sight.”
 
 

 
Client: Lululemon

Production: Steelworks Studio
CD: Miguel Rato
Global Head of Production: Hannah Byers-Brow
Executive Creative Producer: Chago Venable
Producer: Antia Goicoechea
Designer: Martina Stifinger, Ross Mason, Joseph Winston, Afonso Soares
Animator: Michael Marczewski, Afonso Soares, Joseph Winston
Lighting: Martina Stifinger, Ferran Sellares, Joseph Winston

Sound Design: Otic Audio