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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.

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