Hybrid production studio www.vitaminpictures.tv.>Vitamin has created a new spot for Nike, its second spot for the brand this year.nnThe new ad promotes the Lunarswift+ 2, a redesigned version of the classic Nike running shoe. The www.vitaminpictures.tv.>Vitamin team concepted a world where the retooling of the shoe occurs in a futuristic laboratory full of pristine high-tech gear. A sleek robotic arm uses a laser to cut a breathable pattern into the shoe’s surface while a gyroscopic pedestal tests its overall performance. Another robot arm swings into view, cradling a display showcasing the shoe’s available color stylings and the “Run Cool” slogan.nnnnwww.vitaminpictures.tv.>Vitamin was responsible for conceptual design through finish, including all CGI modeling, animation, compositing, audio, and color. “At the beginning of the project Nike provided a brief about the new shoe with it’s technical specifications that needed to be featured in the spot…the rest was up to us”, recalls www.vitaminpictures.tv.>Vitamin Creative Director Danny DelPurgatorio. “It helped having worked with the Nike team in the past. There was a level of trust and creative freedom that contributed to the current campaign for Run Cool“. The testing facility featured in the spot was designed by Art Director Matt Beharry. The creative team felt the hi-tech facility was appropriate for Nike, who is constantly on the cutting edge of technology.nnModeling, animation, and compositing was completed by a team of artists headed by www.vitaminpictures.tv.>Vitamin Art Director Rob Foster and Art Director/3D Lead Linas Jodwalis. Concept Artist Tony Legato prepared all of the conceptual design for the laboratory, the robotic arms and other elements that served as the basis for the models prepared by the CG artists. Jodwalis said that they drew their inspiration, in part, from classic sci-fi films. “We wanted it to be very beautiful and elegant, but also something that could exist in real life,” he explained. “We wanted to show off the shoe, but not in a ‘demo’ way, but rather in a way that is organically integrated into an artful piece.”nnwww.vitaminpictures.tv.>Vitamin partnered with frequent collaborator Todd Beyer to create the ethereal soundtrack and sound design for the piece. “We knew from the beginning that music would be a key component to the story. It introduces an element of humanity, which was an important part of the message.” recalls DelPurgatorio.nnwww.vitaminpictures.tv.>Vitamin is located at 232 East Ohio Street, Chicago, Illinois 60611. For more information, call 312.664.6683 or visit www.vitaminpictures.tv.n nNIKE “Run Cool” Credits: nCreative Director: Danny DelPurgatorion3D Lead: Linas Jodwalisn3D Modeling: Evaldas Cesnavicius, Charlie Peterson, Bruce Long, Morgan James, Linas Jodwalisn3D Animation: Morgan James, Igor Choromanski, Linas JodwalisnDesign: Matt BeharrynConceptual Design & Storyboards: Tony LegatonCompositing & 2D Animation: Matt Beharry, Rob Foster, Danny DelPurgatorionMusic & Sound Design: Todd BeyernColor Correction: Michael MazurnSenior Producer: Larissa ShamesnAssociate Producer: Nina YoonNike Digital Program Manager: Corey PattersonnNike Executive Producer: Jesse CanrightnNike Producer: Noah Stanik
Larissa Shames Executive Producer www.vitaminpictures.tv.>Vitamin 312.664.6683 Contact Larissa via email
Contact:Media: Linda Rosner ArtisansPR 310.837.6008 Contact Linda via email
The Light and BIEN Form Creative & Strategic Alliance
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More