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CLOSING THE GAP

Futures Fins makes the highest quality and performance surf fins in the world. They have the best product lineup available and surfers and surfboard shapers alike prefer Futures Fins over any other fin company.

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[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”5/6″ offset=”vc_col-sm-offset-1″][vc_column_text]Futures has become known for what’s called a Ride Number – a scale rating the fins from 1-10 based on the speed they generate or the control they give. With templates in many sizes and shapes they offered something for anyone, anywhere.

In waves that are hollow or move faster, a fin with more control is preferred. In slower, beach break waves, a fin that helps generate speed is preferred.

Futures Fins noticed a small gap in their product lineup. They already have the fastest fins available but noticed that customers needed something that generates plenty of speed while maintaining an element of control.

This is where the Generation Series came in. It was engineered to maintain the speed generating characteristics of their fastest fins, while giving the surfer a bit of control, enabling them to successfully complete more maneuvers.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=”1/2″][vc_column_text]

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[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column width=”5/6″ offset=”vc_col-sm-offset-1″][vc_column_text]During our pre production conversations with Futures Fins, we carefully noted that the Generation Series is an addition to the lineup. We were not replacing any fins as none of them are incomplete or flawed.

This added an element of difficulty as we had to be extremely careful to not knock any of their current products. We had to focus on the attributes that made this product stand out.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=”1/2″][vc_column_text]

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[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column width=”5/6″ offset=”vc_col-sm-offset-1″][vc_column_text]The product video was shot over the course of 3 days at a couple of high performance waves and Futures HQ in Southern California. We took a few of Futures Fins endorsed athletes and had them test the product and provide instant feedback.

When you’re tasked with describing something complex, when finite details have an enormous affect on workmanship, we knew we had to hone in on the details. We created custom animated graphics to highlight the technologies used in the Generation Series.

This gives the audience a better understanding of why their fins work the way they do and how the Generation Series is able to create speed.

We decided to shoot this video on high performance cinema cameras that would allow us to bring out the depth and detail in every shot. We used macro lenses and extreme close ups to bring out the physical details of the fin lineup.

Professional surfers are very in-tune with their equipment and the smallest changes can be a huge difference in performance. We intentionally wanted the interviews with the surfers to be raw. This would provide an element of realness, proving?nothing was rehearsed.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

[/vc_column_text][/vc_column][/vc_row][vc_row el_class=”last”][vc_column width=”5/6″ offset=”vc_col-sm-offset-1″][vc_column_text]The Generation Series from Futures Fins has been widely praised by surfers and shapers alike. The video has played a huge part in the successful launch of the new series of fins.

In addition to the full length product video Futures Fins used several mini edits for Instagram and social media, totaling?well over 10,000 likes.[/vc_column_text][/vc_column][/vc_row]