Ad Nut
Mar 22, 2016

Runners trace Tron-like light paths in sole-ful Nike spot

From China: 'The epic step', for Nike by Wieden + Kennedy Shanghai

Runners trace Tron-like light paths in sole-ful Nike spot

LED-clad runners trace out the pattern of the sole of a new Nike shoe, the LunarEpic FlyKnit, to create an "otherworldly" scene.

wide player in 16:9 format. Used on article page for Campaign.

 

Ad Nut bemoans the fact that the advance of computer graphics translates to reduced appreciation even for painstaking real-world work. This ad is a case in point. It would be easy to assume that apart from the few close-up shots of the actual runners, it was all done in computer animation. In reality, the filmakers staked out running routes over acres of land on Chongming Island, and filmed real runners from the Nike+ Run Club. Visual effects were employed to make the light trails persist, but the film represents something much more ambitious than hiring a few animators.     

CREDITS

Executive Creative Directors: Yang Yeo
Creative Director: Terence Leong, Azsa West
Copywriter: Wei Liu
Art Director: Timothy Cheng, Marula Vaz
Sr.Designer:Will Dai
Cameraman/Editors: Hiro Ikematsu
Head of Content: Angie Wong
Senior Producer: Bernice Wong
Art Buyer: Xuan Ong
Content Assistant Producer: Jiji Hu
Offline Editor: Hiro Ikematsu
Account Director: Karen Peng
Account Executive: Sasa Yang
Business Director: Dino Xu
Senior Planner: Paula Bloodworth
Project Manager: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan
External Credits
Production Company: Must Films
Co-Production Company: Mt Melvil
Director: Laurent Barthelemy
Executive Producer: Chapin Melcher
Associate Producer: Motoki Tomatsu
Cinematographers – Paul Morris, Kelley Jeffery
Post Production Company: Eightvfx
Post Production Supervisor: Olliver Arnold
Colorist: Vincent Taylor (Moving Pictures Shanghai)
Music Composition: Ben Mauerhoff

 

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