When Nike launched the innovative self-lacing shoe shown seen in the Back to the Future films, I was asked to showcase the delicate motion of the automated lacing process in a dramatic, cinematic manner, months before a functioning product was available to photograph or film.
With a tiny team, we created a powerful visual sequence of close-ups that mimic a luxury car commercial and highlight the innovative lacing action.
The resulting spot is a stunning example of photo-real 3D animation with incredible detail right down to the threads. Millions of them!
CLIENT - INDUSTRY PDX+NIKE
DIRECTOR - CLARK JAMES
CG SURFACER - ZACH CHEATHAM
CG LIGHTING+CAMERA - CLARK JAMES
COMPOSITOR - GUY CAPPICCIE