Digital Slamdunk Studio creates an all-CG spot for Nike

Category: Web Exclusives
LOS ANGELES, CA  - Motion design & production studio Royale was recently tapped by Nike to create a launch for an all-CG spot for the new Nike Lunar Hyperdunk 2012+ shoe, which premiered during Game 5 of the NBA Finals and will air globally. The revolutionary footwear comes equipped with a set of sensors that allows players to measure advanced performance metrics like reaction time and vertical leap.

Featuring the tagline "Game On, World," "Evolve" is an exhilarating 30-second glimpse into the technology that goes into this new basketball powerhouse of a shoe. Through the use of inventive computer graphics, a video game controller deconstructs and begins to reconfigure, its pieces and panels moving intelligently and dynamically. Flywire elements electrify the side of the Hyperdunk 2012+, weaving up and tightening the sidewall of the shoe. Lunarlon cushioning organically evolves from a flat surface, providing an extra layer of support and adding to the semi-transparent, always-active sensors inside the sole. The shoe's ability to elevate a player's experience with the sport becomes visually synonymous with its vertical leap, as it soars into the air.


 
To view the spot: http://weareroyale.com/#/work/featured/nike_plus
 
"Evolve" marks another successful collaboration with longstanding client Nike, a relationship that spans several years and numerous projects together. For this spot, Royale was tasked with highlighting the various aesthetic elements new to the Hyperdunk 2012+, as well as the sensors.
 
"It was important to capture the benefit of everything together, as one exceptional unit that can enhance your game," says Brien Holman, Royale Partner/Creative Director. "When Nike approached us about this launch spot, we jumped at the opportunity to partner with them again. We crafted a fully CG spot highlighting the Hyperdunk's innovative technology that unites real-life competitive gaming and social media."


 
"As the flagship product, we had to make the spot exciting, robust and high-tech to emphasize how the shoe will revolutionize and evolve the sport of basketball," concludes Jayson Whitmore, Royale Partner/Creative Director. "This project was not only creatively rewarding, but it also reinforces the trust given to us by the client."


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