Art & Design

Nike’s video artworks for the new Hyperfeel


Art sometimes meets advertisement and creates high aesthetic results that look more like an artwork than a promotion campaign. The exact thing happened with Nike’s latest campaign created for the launch of the new Hyperfeel shoes.

The famous sportswear brand assigned the digital art and design studio FIELD to create four videos for this cause. These 4 videos capture the feeling of running in different terrains and especially on tarmac, trail, sand and grass.

The videos include animations that were computer generated and modeled based on real human movements. The details and running motions were hand animated and customized for each type of terrain. For the sound, the FIELD studio collaborated with the Audionerve studio while the final videos were installed at selected special edition outlets, including stores in London, Milan, and Tokyo.

See the 4 videos: