A splash of ink morphs into late legend Kobe Bryant, as he slam dunks to the thunderous roar of fans in “Dear Kobe” for Nike China. Directed by Francois Rousselet of Division + The Pandemic Story for Wieden+Kennedy Shanghai, the emotional tribute blends live action with stylized animation by Mathematic VFX in a poignant homage to Bryant’s Academy Award-winning animated short “Dear Basketball.” Set to a tranquil piano score, the spot juxtaposes young fans and athletes inspired by the legend with animated montages of memorable gameplay.
Mathematic designed the animation with ink splotches that transform into characters, props and environments, in order to reflect and symbolize memories and Chinese tradition. Designers rotoscoped line animation over footage shot in camera, tracing Bryant’s face and background environments to give the spot a hand-crafted flair and fresh aesthetic. To express greater depth and emotion in the line animation, the Mathematic team added shadows and details that mirrored the original footage and further captured Bryant’s resemblance.
Credits
Client Nike China Agency Wieden+Kennedy Shanghai Ian Toombs, Vivian Yong, executive creative director; Jeff Fang, Matt Meszaros, creative directors; Josh King, Michael Mcguire, sr. creatives; Zhong How, art director; Gem Xu, copywriter; Bernice Wong, executive producer; Fang Yuan, sr. producer; Fish Ho, head of designers; John Yao, designer. Production Division + The Pandemic Story Shanghai Francois Rousselet, director; Jules De Chateleux, Ay Wei Wong, exec producer; Areta Mak, producer; Ser Ping Lee, line producer; Zhang Ye, production manager; Jo Chan, 1st assistant director; Avivi Wang, stylist; Liing Li, assistant stylist; Hsiao Shu Chang, art director; Kuan Li Huang, assistant art director; Le Dong Jun, DP; Ariel, Sun Yi Tong, Xu Chen Jie, casting. Ink Shoot Division Francois Rousselet, director; Jules de Chateleux, producer; Lola Burelle, line producer; Yue Wu, illustrator; Stephane Levallois, ink artist; Arthur Sevetre, ink assistant; Amine Berrada, DP; Marin Robiquet, 1st AC; Gabin Roux, photo assistant; Michael Richez, location manager. Editorial Trim Editing, London Vid Price, editor; Noreen Khan, producer. VFX/Animation Mathematic Paris Guillaume Marien, exec producer; Rebecca Rice, executive creative director; Yue Wu, illustrator; Stephane Levallois, background illustrator/ink choreographer; Nadege Moreqau, Sebastian Eyherabide, line producer; Emeric Samier, project supervisor; Bishoy Gendi, lead animator; Hozen Britto, Peter Lowey, Reg Isaac, Chiara Sgatti, Pierre Rutz, Xavi Siria, Joe Cheng, Marianne Le Moigne, Adeline Jactat, Rémi Bastié, Chloé Hamon, Boris Belghiti, Clara Estable, Clemence Drion, David Bradshaw, animators; Daniel Rodrigues, lead compositing; Emeric Samier, Bertrand Avril, Arnaud Laplace, Vincent Ewald, Julien Michel, David Pelletier, Astrid Tessier, compositing artists; Clement Germain, lead Flame artist; Hugo Aymerich, Greg Langlois, Flame artists. Postproduction MPC Shanghai and LA Rachel Zhao, Sasha Price, post producers; Barry Greaves, shooting supervisor; Ricky Gausis, Nikola Stefanovic, colorist; Eason Wu, online aretist. Bottles Shanghai Min Fei Xu, producer; Ying Qi Liu, online artist. Audio Lime Studios, Santa Monica Rohan Young, sound designer; Joel Waters, mixer; Susie Boyajan, exec producer. Collin Thomas, assistant mix engineer. Audio Hush Studios Shanghai Bonie Wu, exec producer; Eson Wang, sound engineer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
