Motion design & production studio Royale was recently tapped by Nike to create a launch 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.nnFeaturing the tagline “Game On, World,” “Evolve” is an exhilarating :30 glimpse into the technology that goes into this new basketball powerhouse of a shoe. 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.nnnClick here to view the “Evolve” spot online.nnThe Nike spot launches on the heels of Royale‘s 5th anniversary, and yet another big showing at PromaxBDA 2012. Royale won a Global Gold and North America Silver for “(http://bit.ly/OwRZ0h)“>Impossible Present,” the studio’s original CG-animated short film ((http://bit.ly/OwRZ0h)), and Global Gold and North America Silver awards for its Disney Junior Logo designs. nn”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. nn”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.”nn”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.” nnCreditsnProject: Nike Hyperdunk 2012+ EvolvenClient: NikennProduction & Design Company: Royale/Los AngelesnDirector: RoyalenCreative Directors: Brien Holman, Jayson WhitmorenArt Director: Jonathan KimnDesigners: Jonathan Kim, Juliet ParknCG Lead/Technical Directors: Andy Lyon, Erick Schielen3D Modelers/ Animators: Juan Carlos Cuandra, Blake Beynon, James Lang, Craig Christian, Jonathan Feldman, Chris Bariscoff, Casey Hupke, and Wayne EnglandnStoryboards: Brian Koons nCompositors: Dan Blank, Renzo Reyes, Handel Eugene nExecutive Producer: Jen LuceronHead of Production: Danielle HazannSenior Producer: Sean Sullivan nAssociate Producer: Karla Sylvester nnAudio: Echo LabsnnAbout RoyalenPartners Brien Holman, Jayson Whitmore, and Jen Lucero launched Royale in 2007 with an uncompromising mission: be passionate about what you do, find inspiration anywhere, and create a fun, relaxed environment where clients and talent can thrive creatively. nnSpanning all aspects of concept creation to execution, Royale integrates award-winning production, design and animation to weave rich stories across all screens, channels and media landscapes. nnFor more info about Royale, please go to: www.weareroyale.com.
Michele Lu Kumar Priya PR 310.922.0464 Contact Michele via email
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More