video creation for apps London Essex

Nike SNEAKRS

video creation for apps London Essex

Overview

This project involved video creation for apps, we were commissioned to design a Nike SNEAKRS tag, complete with chain, for the Nike SNEAKRS app. The final video would aid the promotion of the Nike SNEAKRS app. Taking inspiration from the old Air Jordan tag, we created a photo-realistic tag and animated it to bounce and move on the screen.

The final video, created by Stereo Creative, was used across various websites and social media. We were later asked to create a second tag with a black and gold, metallic finish as a special reward for app users who had purchased a specific trainer.

video creation for apps London Essex nike sneakers tag ultra studio 01
video creation for apps London Essex nike sneakers tag ultra studio 03
video creation for apps London Essex nike sneakers tag ultra studio 04

video creation for apps London Essex

Process

We started this project by modelling the tag and the chain in Cinema 4D. They were both textured and rendered using Arnold renderer.

When it came to animating the piece we looked at the tag and chain separately as they both would react differently to the movement. We initially used dynamics for the bounce of the tag, but later decided to move to a keyframed approach to allow for more detailed art direction. This also allowed us to control the bullet time effect much more accurately.

To create the dynamic chain we used spline dynamics as a basis for the movement. After which we baked the movement into point level animation. We could then manipulate the spline to art direct the movement of the chain, and have it finish in a much more pleasing position, whilst retaining a dynamic natural movement.

video creation for apps London Essex

We delivered the tag as a transparent asset so it could work over any footage within the edit that was being created by Stereo Creative. To achieve this we output the animation with passes for reflection, refractions and specular, so in the composite we could remove any background that would be redacted through the plastic, but retain its shine.

video creation for apps London Essex

Delivery

The campaign was a great success, and it was great for the project to get extended to create new versions. The tag asset has been passed over to be used in other campaigns and is an asset that has had longevity within the Nike SNEAKRS brand.

ultra studio

Thank You

Client: Nike
Production Company: Stereo Creative
Animation: Ultra Studio
Output: Web and Social Media

Social Media Animation

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