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.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD 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.