• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
Enter now
  • Loading…

Nike fitness

Award: Wood Pencil

Wood Pencil / TV & Cinema Graphics / Promotional Non-Broadcast / 2007

The spot is part of a larger Nike campaign 'Embrace the Exotic', focusing on female consumers. We based both our story and the look of this spot on two creatures from Chinese mythology: the Fenghuang (Chinese phoenix) and the Chinese dragon. The story demonstrates the meaning and qualities of these myths, and their appearance follows the forms we found while researching the theme. The concept behind the animation for the spot was a disc with several layers, so when a layer rotates it gives motion to the element it contains, at the same time leaving space. Throughout the process we kept with the idea that these discs should behave like a machine, their movements respecting real-world physics.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again