Brand :: Nike

Agency :: Wieden + Kennedy

Role :: Creative & Art Direction

 

To launch Nike LunarEpic Flyknit, we were challenged to create something that drove runners’ curiosity with an unexpected execution.

Using a combination of a running choreography and customized LED light suits, we were able to bring the etherealness of the LunarEpic Flyknit’s spirit into a beautiful formation. A massive piece of artwork in the shape of the shoe's sole, using the power of running to generate it.

To launch Nike LunarEpic Flyknit, we were challenged to create something that drove runners’ curiosity with an unexpected execution.

Using a combination of a running choreography and customized LED light suits, we were able to bring the etherealness of the LunarEpic Flyknit’s spirit into a beautiful formation. A massive piece of artwork in the shape of the shoe's sole, using the power of running to generate it.

We made a running route that stretched over acres of fields, through woods, and wove down little paths to tells the story of an ethereal crew of runners, who come together in the night in a small village in Shanghai.

The route was locked in this choreography and rehearsed with runners from the Nike+ Run Club that were then outfitted with custom LED light suits, and when filmed their suits would create a reflective light trail effect.

We made a running route that stretched over acres of fields, through woods, and wove down little paths to tells the story of an ethereal crew of runners, who come together in the night in a small village in Shanghai.

The route was locked in this choreography and rehearsed with runners from the Nike+ Run Club that were then outfitted with custom LED light suits, and when filmed their suits would create a reflective light trail effect.


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Credits:

Concept & Art Direction: Timothy Cheng & Marula Vaz / CDs: Azsa West & Terence Leong / ECD: Yang Yeo / Copywriter: Liu Wei / Design: Will Dai / Editor: Hiro Ikematsu / Producer: Bernice Wong / Film Director: Laurent Barthelemy / Production House: Must Films

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Credits:

Concept & Art Direction: Timothy Cheng & Marula Vaz / CDs: Azsa West & Terence Leong / ECD: Yang Yeo / Copywriter: Liu Wei / Design: Will Dai / Editor: Hiro Ikematsu / Producer: Bernice Wong / Film Director: Laurent Barthelemy / Production House: Must Films

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Selected Works

Lunar EpicTV Commercial