Embracing the sole sensations

Following a successful Invincible 3 campaign garnering over a million likes, Nike invited us to create the visuals for the summer collection.

Expanding on our experimentation with sole padding, we tried to capture the full range of of cushioning feel.

Idea

To bring the concept of cushioning to life, we delved deep into the realm of materials, exploring a wide range of soft substances. 

Connecting the playful energy with the underlying features, we orchestrated a harmonious fusion that enveloped with its resilience and flexibility.

The soft details of the entire world came together to accentuate the primary innovative advantage of the new sole.

Implementation

Immersed in a captivating diversity of shapes, textures, and kinetic movement, we tirelessly sought to discover the perfect balance that could encapsulate the exact feeling a runner experiences with each passing mile on their remarkable journey.

Through the repeated stepping motion on the sole, we explored the dynamic interaction between memory matters, witnessing their transformative ability to squeeze and reveal the exceptional properties of flexible and cushioning materials.

Credits

Client: 
Nike

Creative Lead: 
Jack Saunders

Project Management: 
Kersten Arnold

Global CDM Management: 
Carly Mountz

Global CDM Marketing: 
Anyi Wong-Lifton

Created by:
Media.Work

Creative Direction:
Igor Sordokhonov 

Art Direction:
Dmitry Ponomarev

Producer:
Alexandra Kotova

Design, Animation:
Sergey Shurupov, Roman Eltsov, Alexandra Vorobeva, Aleksei Komarov, Kirill Makhin, Daniil Makhin, Dmitry Ponomarev

Text:
Alexandra Kotova

Year:
2023