Brand :: Nike

Agency :: Wieden + Kennedy

Role :: Creative & Art Direction

 

 

Brand :: Nike

Agency :: Wieden + Kennedy

Role :: Creative & Art Direction

 

Brand :: Nike

Agency :: Wieden + Kennedy

Role :: Creative & Art Direction

 

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.

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

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

LunarEpic_bit-3A-min
LunarEpic_bit_4-min

THE IDEA

The idea took a cue from the sole and landed on a film that tells the story of an ethereal crew of runners, who come together in the night of a small island in China.

THE IDEA

The idea took a cue from the sole and landed on a film that tells the story of an ethereal crew of runners, who come together in the night of a small island in China.

THE IDEA

The idea took a cue from the sole and landed on a film that tells the story of an ethereal crew of runners, who come together in the night of a small island in China.

In a magical and raw night, we created something a little extra special and creatively different than a usual Nike spot.

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   + WATCH THE FILM < SOUND ON >

   + WATCH THE FILM < Sound On > 

   + WATCH THE FILM < FLIP TO HORIZONTAL > SOUND ON

THE LIGHT SUITS

To achieve our creative idea, we developed unique LED runner´s suits to trigger a reflective light trail effect on camera.

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Using a combination of running choreography and customised Nike's outfit, we were able to create a massive piece of artwork, using the power of running to generate it.

Using a combination of a running choreography and customised LED Light outfit, we were able to create a massive piece of artwork, using the power of running to generate it.

Using a combination of running choreography and customised LED suits, we were able to create a massive piece of artwork, using the power of running to generate it.

Marula_LunarEpic_hero_jacket
Marula_LunarEpic_hero_pants
LightTesting_1-min

THE LOCATION

We made a running route that stretched over acres of fields, through woods, and wove down little paths to create the largest shoe ever captured from the air.

We made a running route that stretched over acres of fields, through woods, and wove down little paths to create the largest light shoe ever captured from the air. 

We made a running route that stretched over acres of fields, through woods, and wove down little paths to create the largest shoe ever captured from the air.

The route was locked in a crafted choreography and rehearsed with runners from the Nike+ Run Club over and over.

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LunarEpic_bit_6-min
LunarEpic_bit_9-min

THE RESULT

The result was an ethereal LunarEpic formation that feels like it could be anywhere on earth, yet out of the world.

The result was an epic and largest footprint that feels like it could be anywhere on earth, yet out of the world.

The result was an ethereal LunarEpic formation that feels like it could be anywhere on earth, yet out of the world.

Lunar_Epic_bit_2C-min
Marula_LunarEpic_bit_4A
Lunar_Epic_bit_1A-min

BEHIND THE SCENES


BEHIND THE SCENES

 

BEHIND THE SCENES


 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, Angie Wong, Xuan Ong / Film Director: Laurent Barthelemy / Production House: Must Films.

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

 

 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, Angie Wong, Xuan Ong / Film Director: Laurent Barthelemy / Production House: Must Films.

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