When Nike launched the innovative self-lacing shoe shown seen in the Back to the Future films, I was called upon 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 the world launch quickly approaching, I and one other artist began the design of a powerful visual sequence of close-ups that mimic a luxury car commercial and highlight the innovative self-lacing action of the BTTF sneaker.
I was responsible for the cinematography, lighting and animating of the shoe in collaboration with a talented surfacing/texturing artist Zach Cheatham who worked remotely half-way across the country.
Together, we were able to complete the complex commercial in just 4 weeks by exchanging 3D scene files between Cinema 4D and Max in the Filmbox format. Rendering was extensive in V-Ray, split between our in-house render farm and virtual render site.
Mark Parker presented the photo-real animation on the Nike website with great success. The final clip is a stunning example of 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