The start of February saw the US sportswear behemoth launch a Nike Air campaign for the new ‘Air Max 97 Gold Bullet’ sneakers via a sci-fi style, 3D spot called ‘Born From Tomorrow’.
Launched on Nike’s SNKRS app and created with Ballistic directors Tibz & Ferratche, the colourful, neon, metallic and futuristic digital campaign take a movie-like approach inspired by sci-fi epics such as 2001 A Space Odyssey and Interstellar.
The narrative arc featuring a traveller from the future landing in a 3D universe – moving through a grey landscape to discover a pair of new edition, golden sneakers sat in 360-degree glory atop a building. The spot is set to an equally futuristic, electronic and synthesised soundtrack.
Tibz & Ferratche explained that they conceived the ad based around the idea of a traveller from the future bringing the Air Max 97 to earth and the spot was made entirely in 3D using Blender.
The production process saw the directors design a full animation based on a mockup of the different worlds and then created the pair of sneakers with the help of 3D artists Vincent Goy and Hugo Loiseleux.
“Tibz & Ferrache ensured a thorough pre-production process, adapted the writing to facilitate production and post-production, and favored camera movements to create dynamism, over animation of complex characters and elements,” outlined Nike’s campaign launch PR statement.
“We are very grateful for the trust and creative freedom that the teams at Nike and SNKRS have given us,” commented Directors Tibz and Ferratche. “It is very nice for directors and, in general, for creatives to be given carte blanche, to be able to express themselves freely and play with the codes of a legendary brand.”
Ballistic Executive Producer Jamie Cox added: “While we’ve been creating content for TV and Online, the Nike SNKRS project marks Ballistics’ introduction into the digital space and the world of apps. The Air Max 97 campaign is a great positioning for us as we keep a firm eye on the digital future.”
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