Embracing the sole sensations
Following a successful Invincible 3 campaign garnering over a million likes, Nike invited us to create the visuals for the summer collection. Expanding on our experimentation with sole padding, we tried to capture the full range of of cushioning feel.
Idea
To bring the concept of cushioning to life, we delved deep into the realm of materials, exploring a wide range of soft substances.
Connecting the playful energy with the underlying features of the new model, we orchestrated a harmonious fusion that enveloped with its resilience and flexibility.
Every soft detail from the surrounding world came together in unison to accentuate the primary innovative advantage of the new sole.
Implementation
Immersed in a captivating diversity of shapes, textures, and kinetic movement, we tirelessly sought to discover the perfect balance, the precise formula that could encapsulate the exact feeling a runner experiences with each passing mile on their remarkable journey.
Through the repeated stepping motion on the sole, we explored the dynamic interaction between memory matters, witnessing their transformative ability to squeeze and reveal the exceptional properties of flexible and cushioning materials.
Credits
Client:
Nike
Nike
Creative Lead:
Jack Saunders
Jack Saunders
Project Management:
Kersten Arnold
Kersten Arnold
Global CDM Management:
Carly Mountz
Carly Mountz
Global CDM Marketing:
Anyi Wong-Lifton
Anyi Wong-Lifton
Created by:
Media.Work
Media.Work
Creative Direction:
Igor Sordokhonov
Igor Sordokhonov
Art Direction:
Dmitry Ponomarev
Dmitry Ponomarev
Design, Animation:
Sergey Shurupov, Roman Eltsov, Alexandra Vorobeva, Aleksei Komarov, Kirill Makhin, Daniil Makhin, Dmitry Ponomarev
Sergey Shurupov, Roman Eltsov, Alexandra Vorobeva, Aleksei Komarov, Kirill Makhin, Daniil Makhin, Dmitry Ponomarev
Text:
Alexandra Kotova
Alexandra Kotova
Year:
2023
2023