| Story | To launch the Nike LunarEpic Flyknit, W+K Shanghai and Nike China teamed up to create something that lived up to the name of the shoe.
The idea took a cue from the design of sole, which is crafted and engineered for effortless running, and took the creative into a place rooted in realism. In the end, the idea landed on a film that tells the story of an ethereal crew of runners, who come together in the night in a small Chinese village. As the film picks up the pace, the runners' paths merge and into a formation a massive piece of artwork in the shape of the shoe's sole. And they’re using the power of running to generate it.
We made a running route that stretched over acres of fields, through woods, and wove down little paths on Chongming Island [Shanghai]. Once the route was locked, the runners from the Nike+ Run Club, were outfitted with custom LED light suits, and when filmed their suits would create a reflective light trail effect. Using a combination of running, LED lights and some VFX tricks we were able to bring the etherealness of the Lunar Epic Flyknit’s spirit to life, creating something a little extra special and creatively different than your usual Nike Spot.
Client: Nike
Agency: Wieden+Kennedy
Creative + Art Direction + Concept: Timothy Chen & Marula Vaz
ECD: Yang Yeo
CDs: Azsa West & Terence Leong
Design: Will Dai
Copywriter: Liu Wei
Film Director: Laurent Barthelemy
Editor: Hiro Ikematsu |