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.

THE IDEA

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

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 in a small Chinese island, we created something special and creatively different than an 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 light and 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.

THE LOCATION

We made a running route that stretched over acres of fields, through woods, and wove down little paths to create the largest and lightest 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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THE RESULT

The result was an ethereal LunarEpic formation that felt 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.

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 / Special thanks to: Andy Whiteside, Wendy Tong & Andy Liu (Nike Brand Comms)

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.