Tuesday, May 15, 2012
The Nike "Biomorph" Launch Spot for Their Flyknit Running Shoes And How It Was Done.
Nike tapped David Rosenbaum of Mothership to conceive the :51 second short that launched its Flyknit technology and shoe collection. Inspired by the concept of body schema, David developed a story in which the shoe becomes a seamless extension of the runner’s foot through a progression of organic visuals, and took the piece from start to finish.
To develop an accurate visual expression for the innovative weaving process director David Rosenbaum met with Nike engineers and watched the shoes being made on customized industrial knitting machines.
The making of "Biomorph":
Andy Walker, Nike/Dave Gold (music), Elias Arts, creative directors; Ed Ulbrich, Digital Domain, chief creative officer/Mothership, president; David Rosenbaum, Mothership, director; Paul Cameron, Mothership, director of photography; The Bergeron, Nike/Tiffani Manabat, Mothership/Nicola Wiseman, Digital Domain/William Lemmon, Digital Domain, producers; Jesse Canright, Nike/Tanya Cohen, Mothership/Digital Domain/Ann Haugen (music), Elias Arts, executive producers; Barb Freeman, Nike, production manager; Birthe Lauchengco, Mothership, production supervisor; Scott Gemmell, Mothership/Digital Domain, head of production; Rachel Mariscal, Digital Domain, digital production manager; Colin Woods, Digital Domain, editor; Richard Poulain, Digital Domain, storyboard artist; Brian Creasey, Digital Domain/Casey Benn, Digital Domain/Dave Carlson, Digital Domain/Gideon Vandergrift, Digital Domain, generalists; Kevin Culhane, Digital Domain, animator; Ken Jones, Digital Domain/Eric Ebeling, Digital Domain/
Learn more about the Nike Flyknit collection here