Nike: Our Force 1

This is Force

Crafted in Houdini, our motion designers modelled over 40 different shoe designs spanning across the timeline of the Air Force One whilst working directly with Nike to fiction glimpses into outlandish designs of the future. Explosive animation flaunts the world-wide influence the shoe has had on culture, and the cyclical nature of how that culture has transformed the shoe, all swept up by meticulously planned camera movements that give the piece a constant sense of bubbling momentum and clean, synergistic energy.

“OF1 is set to be Nike’s first-ever virtual collection that is inspired by the Air Force 1 Low. That is a classic style that’s been remixed hundreds of times since it dropped in ‘82. In turn, the OF1 collection is the one to innovate at the intersection of play and culture for the future of sports.”

– Bryon Panaia, Nike’s Global Sr Creative Director

Restitch and Remix

The scalpel represents the need for creativity to have a canvas – the necessity of breaking shoes to make sneakers – whilst also visualising Nike’s unrivalled self-customisation and their willingness to redefine themselves for their audience, knowing the untouchable core of their brand is cemented in culture far beyond the ‘swoosh’.

Robot Avatar

From the dawn of the Air Force to the open horizon of creative opportunity in the present, we arrive at the digital world. The Air Force Avatar stands to mark Nike’s arrival into the world of digital collection and the creative potential presented by the .Swoosh platform.

Room Build

With neutral colours, a non-binary aesthetic and notable interests from the classic sneaker-head obsession to gaming, skateboarding, fashion and art, we wanted the room to radiate creativity in all of the bustling, borderless and unconstrained nature modern-day youth exemplify – capturing the exact audience that will use .Swoosh as their first stepping stone towards reinventing Nike’s next industry-defining phase.

This is Force

Research & Development

Development Reel

Restitch and Remix

Robot Avatar

Room Build

Lighting Tests

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