Director:
Tim Richardson
Production Company:
Black Label
Agency:
Nike
"This was a great project to work on" says The Mill 2D Lead Westley Sarokin. " We had a fantastic team, a stellar creative brief, and very little time to execute it all in. Tim and Nike's agency were involved every step of the way which enabled us to explore a lot of ideas in very little time and come to a cohesive visual aesthetic that we wove through the piece. We did all the editorial at the same time as effects so we had to create techniques that would be flexible and adapt to an evolving edit, while still give us the ability to make all the shots visually interesting, all in a short amount of time.
Tim shot fantastic motion control footage of every iconic Air Max shoe moving and rotating through space that we then matched together in the edit which gave us a foundation in which to build the visual treatment. We did all the distortion and footage treatment in flame using expression based 3D displacements. The effects were all based on sculpted noise functions which gave us randomness also but allowed us to control it to maximize the visual appeal. The displacements were then used to blend and reveal one shoe to the other while trying to keep to a stylized rendition of the analogue and digital breakup you might see on a TV signal. Once we'd built this process, it was very straightforward to add new shots or very easily modify what we'd selected based on creative feedback. It was all a lot of fun and I had great time working on this."
Agency: Nike
Producer: Els Tau
Creative: Carlos Furnari
Production Company: Black Label
Director: Tim Richardson
Executive Producer: Dom Freeman
Producer: Jules Fennell
Editing Company: The Mill
Editor: Nadine Strohhaecker
VFX & Design: The Mill
VFX Producers: Chris Batten, Sophie Hogg
Shoot Supervisor: Chris Scott
2D Lead Artist: Westley Sarokin
2D Artists: Richard de Carteret, Grant Connor, Pete Rypstra, Roisin Dunstall, Daniel Budin
Assists: Simon Richardson, Esther Berglund, Emma White