Rising from the surreal landscape of an incredible alien world, Nike's reinvented running shoe, the Lunar Epic Flyknit, was aproduct launch of galactic proportions. The visuals for the launch were meant to further elevate the innovative, weightless, futuristic technology of the revolutionary running shoe.
Blacklist and Nike have taken their relationship to the next level with their latest collaboration: the Nike LunarEpic athletic shoe campaign. The campaign’s launch is anchored by a gorgeously rendered film, co-directed by creative studios Tendril and Frame with the backing of an international team of talented artists. This hero spot sees the shoe’s organic shapes and structure materialize across space and time, setting down and leaving its signature print in the dust of a far off planet. The campaign then extends into our humble Earth world, playing on giant screens in NikeTown stores around the globe, as well as heavy rotation on Nike’s social channels, where the shoe was teased in mysterious short clips before its final epic reveal at Nike’s flagship NYC store.
To achieve the distinctly otherworldly look of the film, Tendril imagined the spot itself as a transmission received from deep space, a rare chance to look on as something truly new materializes from the elements before our eyes. Set in an alien landscape inspired in part by the visually stunning Pariah canyon, Blacklist and Tendril together assembled a global network of design and animation specialists to focus on each aspect of the film, which in turn were each focused on a different feature of the LunarEpic’s unique design. In the end, viewers are not only mesmerized by the journey and the transformation that takes place, but are compelled to recognize the distinct features that make the LunarEpic so remarkable. The final film was featured in New York, Berlin, London, Portland, and Tokyo.
Behind the Scenes: vimeo.com/160108408
And more info on Tendril's Behance page: behance.net/gallery/35306865/Nike-LunarEpic-Flyknit?
CREDITS:
Client: Nike
Nike Global Brand Communications: Tad Greenough
Executive Producer, Nike Brand Communication Studio: Noah Stanik
Nike Producer: Meagan Moore
Production Company: Blacklist
EP: Andrew Linsk
Producer: Karen Lawler, Alex Unick
Studio: Tendril & Frame
Co-Directors: Chris Bahry, Tom Crate
EPs: Kate Bate, Thomas Bay
HOP / Producer: Mary Anne Ledesma
Producer: Louise Bejerholm
Storyboards: Greg Boychuk, Gabe Sapienza
Editor: Tom Crate
Pitch Concepts: Chris Bahry, Tom Crate, Wojtek Szklarski, Ann
Kruetzkamp, Marco Iozzi
Reveal Film:
Lead 3D Artists & Animation: Nejc Polovsak, Matt Frodsham, Simon Fiedler
Particle FX: Simon Fiedler, Alasgar Hasanov, Marcin Porebski
Shoe Rigging & Animation: Matias Hansen
Lighting & Render: Nejc Polovsak, Matt Frodsham
Additional 3D Artists: Sacha Wechselmann, Ben Pilgrim
Shoe Modeling: Marek Denko
Matte Painting: Bojan Zoric, Form Language
Compositing: Chris Bahry, Brad Husband
Teaser Film:
3D Artists: Christian Hecht, Alasgar Hasanov, Chris Bahry
FX: Valdemaras Dzengo, Alasgar Hasanov
Light & Render: Christian Hecht, Brad Husband
2D Animation: Gabriel Rocha
Compositing: Chris Bahry, Brad Husband
Additional Compositing: Alexandre Veaux
Sound Design & Music: John Black of CypherAudio