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
NYF Advertising Awards Open for Entries: Grey New York and New York Festivals Launch ‘No BS Allowed’ Campaign and Plant Seeds of Growth
The New York Festivals Advertising Awards is now officially open for entries for the 2025 competition. Grey New York has teamed up with New York Festivals Advertising Awards to unveil a bold new creative campaign, titled “No BS Allowed,” for the show’s 2025 awards season. The campaign serves as a call for entries, challenging the advertising industry to reject superficiality and focus on creating work that truly matters. The New York Festivals Advertising Awards, known for celebrating the world’s most innovative and impactful advertising, is taking a hard stance against the industry’s reliance on inflated metrics, fabricated buzz, and empty results. In this provocative campaign, these industry conventions are reimagined as something more tangible and valuable: fertilizer for growth. Thiago Cruz, Chief Creative Officer at Grey New York. “New York is famously known for not putting up with BS, so we’re ensuring our festival stands for that too. We’re looking for work that truly drives both cultural and business value for clients.” The campaign humorously relabels case studies' so-called "BS" with sharp accuracy, exposing the elements that undermine true creativity:
- Made-up tweets
- Inflated number of impressions
- Lots and lots of positive sentiment