ABOUT

This film launched possibly the biggest innovation from Nike in 2014 – the awesome Hypervenom boot, designed specifically for strikers, creating a new breed of attack.

The benefits of the boot are easily understandable through this powerful campaign, which fuses imagery of predatory animals (a scorpion, panther and eagle] and the boot itself. These ‘lethal’ attacking qualities are combined to create three fantastic predators.

The details and the boot elements were deconstructed and carefully rebuilt into animations to create spooky, slithering representations of each fantasy predator.

They underwent further animation, creating smooth morphing transitional sequences into one another, ultimately forming a seamless looping sequence, aptly titled 'the breed’.

A complex audio-bed of creepy, dangerous sounds was carefully layered onto the sequence and the breed animation crawled into the world fully formed.

Client: Nike
Nike Brand Design Director: Remco Vloon
Nike Art Director: Jeff Docherty
Post-production: Intro
Director: Julian Gibbs
CGI: Simon Russell
Audio Post: Gramercy Park Studios
Audio Producer: Richard Donaghue
Sound Design: Toby Griffin