Project:

Nike

'Chase It'

Type:

Recent, Live Action

In an effort to continue to push our multidisciplinary production approach, we built a raw & edgy showcase piece for the Nike Air Zoom All Out Flyknit shoes. Writing the script, creating the concept and defining the visuals in-house.

 

Our goal was to create visual metaphors that link back to the shape of the design of the shoe. Flutter cuts that take us from surreal vignettes of creatures, monsters, and things that lurk in the dark, to our hero live action talent and the CG product. We ended with a mix of live-action shots and a visceral edit alongside beautifully eerie CG. Contrasting these moments with sleek, sophisticated and illustratively gestural visuals.

Credits

  • Production Company: Gentleman Scholar
    Creative Directors: William Campbell & Will Johnson
    Executive Producer: Jo Arghiris & Christina Roldan
    Head of Production: Rachel Kaminek
    Leads: Chris Finn, Macauley Johnson, JP Rooney, Michael Tavarez
    Producer: Nicole Smarsh, Sue Yee Hubbard
    DP: Tom Banks
  • CG Lead: Adam Burke
    Editor: Chris Finn, DJ Cosgrove
    Designers & Animators: Chris Finn, Macauley Johnson, JP Rooney, Michael Tavarez,
    Wendy Eduarte, Dennis Go
    CG Generalist: Chris Finn, Michael Tavarez, Corey Langelotti, Andrew Tan
    3D Animation: JP Rooney, Adam Burke, Corey Langelotti, Andrew Tan
    Compositing: Chris Finn, Michael Tavarez
  • Casting: Pantone Casting
    Runners: Valerie Emanuel, Chanon Finley, Kim Mackay, Guy Peel Jr, Kai De Prata
  • VO Talent: Joe Dunlap
    Music: U Mad – Vic Mensa Feat. Kanye
    Final Mix / SFX: Chris Finn

"Do you run like you are being chased?

Or are you chasing IT?"

Content for Social

When we wrote the script for ‘Chase It’ we knew it had legs to exist on a broader array of screens. The adrenaline-fueled, mysterious visuals worked perfectly in the spectrum of social media. From 6-15 seconds and anywhere in between we are able to cut from our anthem :30 and rearrange the footage and the CG to create different storylines and different characters that come to life in unexpected ways. We love thinking this way and go into every project analyzing the storylines and allowing our brains and concepts to create spiderwebs of how the visuals come together in the end.

Inside Our Process

Nike - 'Chase It' - Process Breakdown

The process of creating the rCG Air Zoom All Out Flyknit was amazing in and of itself. The technical side of us went bananas, imagining ways to bring the stitching and knit to life in ways that paralleled the narrative. It all wanted to fit together, reflecting the dark intrigue of the chase and running like there is no tomorrow. We let our inner-designer go nuts as we played with lighting, textures, animations and anything else we could get our hands on.

Collaborators by Design