The Ebeling Group director-designer
collective Nakd has rolled out a 1:30-second promotional spot for Nike's
new sports contact lens Maxsight from Bausch & Lomb. The mostly animated
piece fuses black-and-white live-action footage with CG to take the viewer
on a surreal journey through the complicated inner-workings of an athlete's
eye. The spot, which will serve as a virtual product demo showing the
benefits of the sports lens, will be shown at optometrist offices and
anywhere Nike Maxsight lenses are carried.
collective Nakd has rolled out a 1:30-second promotional spot for Nike's
new sports contact lens Maxsight from Bausch & Lomb. The mostly animated
piece fuses black-and-white live-action footage with CG to take the viewer
on a surreal journey through the complicated inner-workings of an athlete's
eye. The spot, which will serve as a virtual product demo showing the
benefits of the sports lens, will be shown at optometrist offices and
anywhere Nike Maxsight lenses are carried.
The action opens on a soccer player standing against a stark white
background. Set to an electronic track composed by frequent Nakd
collaborator Cypher Audio, the camera zooms into his eye, which is encased
in a dramatic red contact lens. The viewer is taken even closer, finally
entering the eye socket and traveling along colorful CG nerves and other
circuitry. An abstract visual kaleidoscope follows of red, orange and
green-tinted contact lens that twirl and twist across the screen amidst
soccer balls, footballs, baseballs, golf balls and tennis balls, which
become noticeably crisper and clearer when passing across the Nike Maxsight
lens. The closing shots pulls the viewer back and out of the eye of a
female tennis player, who smacks a flying tennis ball straight into the
camera as the tagline "See Sport Better" appears onscreen.
background. Set to an electronic track composed by frequent Nakd
collaborator Cypher Audio, the camera zooms into his eye, which is encased
in a dramatic red contact lens. The viewer is taken even closer, finally
entering the eye socket and traveling along colorful CG nerves and other
circuitry. An abstract visual kaleidoscope follows of red, orange and
green-tinted contact lens that twirl and twist across the screen amidst
soccer balls, footballs, baseballs, golf balls and tennis balls, which
become noticeably crisper and clearer when passing across the Nike Maxsight
lens. The closing shots pulls the viewer back and out of the eye of a
female tennis player, who smacks a flying tennis ball straight into the
camera as the tagline "See Sport Better" appears onscreen.
Said David Young, a design director with Nike, "The reviews from Nakd's
work are glowing and this piece has energized everyone who was involved
with this Maxsight initiative-from the marketing folk to the sales force,
on through to the doctors."
work are glowing and this piece has energized everyone who was involved
with this Maxsight initiative-from the marketing folk to the sales force,
on through to the doctors."
For this piece, Nakd also oversaw a live-action shoot at the Nike World
Headquarters in Portland, Oregon, involving a pro female tennis player and
a male model. This footage served as "bookends" to the CG segments, which
was created by Nakd using a software package of Maxon Cinema 4D, Autodesk
3ds Max, Adobe After Effects, and EyeOn Digital Fusion running on Mac and
PC computers. Rendering was done remotely at Rendercore.
Headquarters in Portland, Oregon, involving a pro female tennis player and
a male model. This footage served as "bookends" to the CG segments, which
was created by Nakd using a software package of Maxon Cinema 4D, Autodesk
3ds Max, Adobe After Effects, and EyeOn Digital Fusion running on Mac and
PC computers. Rendering was done remotely at Rendercore.
Sections: Business Creativity
Topics: Press Release City
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