NIKE : AIRSPACE
TYPE
MOTION MEDIA
COMPANY
NIKE
DIRECTOR
JOSHUA COX
The NIKELAB boot of the future. Here.
Now.
APPROACH
Nike Airspace is a vision of the future. When I first laid eyes on this NIKE shoe I felt we needed to focus on the science of testing and the physics of weightlessnes. I wanted to create a visual feeling and audioscape where it seemed that some AI entity created this boot from the ether of space. So, I thought it proper to make it feel easy and weightless.
DISCOVERING FORM + FUNCTION.
“There are so many bits of innovation you find when looking at a product this closely and recreating it from scratch. The innovation and design begin to take shape as you lay in the form”.
MATERIAL AND LIGHT
We used computer vision (CGI) to describe the reflective surface for the Nike: Airspace. We found it very important to represent the materials accurately. The subtle changes in the off white materials were a big part of the character of the shoe.
II V A GET
TO KNOW US
TO KNOW US, IS TO LOVE US
NIKE: AIRSPACE
The NIKELAB
boot of the future.
Here. now.
APPROACH
Nike Airspace is a vision of the future. When I first laid eyes on this NIKE shoe I felt we needed to focus on the science of testing and the physics of weightlessnes. I wanted to create a visual feeling and audioscape where it seemed that some AI entity created this boot from the ether of space. So, I thought it proper to make it feel easy and weightless.
DISCOVERING FORM
AND FUNCTION
“There are so many bits of innovation you find when looking at a product this closely and recreating it from scratch. The innovation and design begin to take shape as you lay in the form”.
MATERIAL AND LIGHT
We used computer vision (CGI) to describe the reflective surface for the Nike: Airspace. We found it very important to represent the materials accurately. The subtle changes in the off white materials were a big part of the character of the shoe.
II V A GET
TO KNOW US
TO KNOW US, IS TO LOVE US
We collaborate with ambitious brands and people. Let’s connect. 🙂
- STAY IN THE KNOW