Nike Force Train

What We Did:

Credits

Production, Direction, CG, VFX, Live Action.

Client: Nike HQ

Nike Force Train

Treatment

We start the film on a dynamic Close Up shot of fibre detail.

As the threads grow and stretch the abstract shape takes more form.

We cross cut this against a plant’s leaves unfurling. The blossom is opening in timelapse fashion. This is a transition sequence that brings us to the training shoe.

Sepals typically function as protection for the flower in bud, and as support for the petals when in bloom.

The sepals of our opening flower functions as the metaphor for the heel collar providing a secure and comfortable fit.

In a layered spiral movement the petals and the leaves are unfurling; creating a truly magical moment.