NIKE SPORT RESEARCH LAB
CONCEPT: The LeBron 12 sits in the Nike Sport Research Lab, hooked up to the same biomechanical analysis equipment that is used to evaluate athletes who visit the lab. Key metrics and statistics that define LeBron's game are displayed on surrounding screens, showing how each component of the shoe has been built precisely to push his performance to the next level.
EXECUTION: photography, 3d modeling of the platform/stage/scanner... photo retouching
CONCEPT: The power of LeBron's tomahawk dunk is brought to life as the force created by the shoe hitting the court/landing path rips it to pieces. Splintered wood and debris encircle the shoe in a whirlwind on impact as the energy and power of the athlete is brought to life.
EXECUTION: photography, 3d modeling of the platform/landing path/broken wood floor ... photo retouching