www.vitaminpictures.tv.>Vitamin has produced a spot for Nike Direct that introduces a new series of high tech running shoes through a dazzling display of footwork. The spot shows the birth of a sleek track shoe in a burst of neon light. A pair of shoes then takes off running, pivoting and juking their way through a stylized environment, swathed in blazing light trails while undergoing a series of transformations into other shoe models.nnThe new shoes are made with Nike’s “Fuse” process where the upper layers are bonded rather than stitched or glued together for lighter weight, a more comfortable fit and faster performance. The spot ends with the tagline, “Run Unleashed.” “The point of the spot is to showcase that the Fuse technology that Nike builds into shoes for elite athletes is also available in their shoes for everyday running and cross training,” explains www.vitaminpictures.tv.>Vitamin creative director Danny DelPurgatorio. “It’s all about light and energy.”nnwww.vitaminpictures.tv.>Vitamin‘s animation team created three photo-real CG shoes from prototypes provided by Nike. They scripted the animation for the running sequence after conducting a study of professional athletes. Storyboarding, modeling, lighting, animation, editing, compositing and sound design were all performed by www.vitaminpictures.tv.>Vitamin.nnnTo view “Hyperfuse” online click here.nnImages based on the spot will be incorporated into print ads and digital campaigns for the new shoes. “It was fun to be involved early on in the development of the campaign, and to have the opportunity to create something that would be used across multiple platforms” DelPurgatorio notes.nnCreditsnClient: NikenTitle: HyperfusenAgency: Nike DirectnMarshall Bex, Creative Director; Kim Singleterry, Producer.nProduction: www.vitaminpictures.tv.>Vitamin, Chicago.nDanny DelPurgatorio, Creative Director; Linas Jodwalis, Art Director/3D Lead; Matt Beharry, Art Director/Compositor, Rob Foster, Art Director/Compositor; Tony Legato, Storyboard Artist; Evaldas Cesnavicius, 3D Modeler; Igor Choromanski, 3D Character Animator; Todd Beyer, Music & Sound Design; Josh Bodnar, editor; Larissa Shames, Senior Producer; Nina Yoo, Associate Producer.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.
Larissa Shames www.vitaminpictures.tv.>Vitamin 312.664.6683 Contact Larissa via email
Contact:Media: Linda Rosner Artisans PR 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