Vionic Shoes: Shooting Video in San Francisco

How geographic location plays a part in creating successful branding and awareness videos.

We love making video with Vionic Shoes. The product is stellar, and everyone who works with us has a true passion for helping women (and men!) realize that fashion doesn’t have to be a pain.  We recently shot a couple of technology videos for Vionic in the Potrero Hill area of San Francisco. The goals of the videos were to show how their innovations in comfort and support are artfully concealed in a great looking shoe.

When choosing locations in the San Francisco area, we were looking for two key spots:

  1. A great interior location for our ’Natural Alignment’ Video, showcasing how feet, legs, and bodies are supported with a Vionic ballet flat. We searched for a spot where our models could walk around barefoot on gorgeous hardwood floors, a place that stylishly matched the fashion of the shoes we were trying to sell. A place with great natural light, and logistically, an area with decent parking and mobility. The solution was an amazing loft in Potrero Hill.

  2. We also scouted for exterior locations surrounding our loft to show off how Vionic heels and boots perform on uneven concrete, stairs, hills and streets for our ‘Elevated Support’ Video. The Potrero Hill area has a great mix of grit, polish, and an amazing view of Downtown and the Bay.

These diverse locations allowed us to maximize our single shoot day and produce two strong technology videos for Vionic Shoes. Utilizing motion tracking of the models legs and feet, we were able to pinpoint key areas where Vionic provides support through motion graphics, and create a branded ambience for the video through editorial, music, and color correction. Hotbed’s roots are in San Francisco, and we love the chance to spend time with our West Coast clients. Check out and enjoy the latest from Vionic with our videos HERE.