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A historic debut collaboration between Nike and Jordan Brand, re-contextualizing the "Daily Dose" of sneaker culture through the Air Jordan 1, Air Force 1, and Nike Dunk.
By personifying the footwear, we translated the obsessive rituals of sneaker-heads into two cinematic narratives: the "Handshake" and the "Sneaker Barbershop."
︎ Jordan & Nike
︎ NIKE GC
︎ Jul.2024
︎ StudioNOWHERE
︎ Creative Direction / Art Direction / Storyboarding / Graphic Design
︎ Key Visuals & TVCs
To humanize the sneakers, we engineered a personification strategy centered on shoelace movements, defining unique personalities for each silhouette.
︎Graphic Design
We also created tickers and patterns for the four sneakers, inspiration from street and barbershop elements, designed to be adaptable to various scenarios.
︎ Behind the Scenes
The TVC was executed through a sophisticated hybrid of stop-motion puppet animation and CG environments, with key visuals meticulously crafted from cinematic frames.
︎StudioNOWHERE
Creative Direction: Ryan Hu / Angie Fang / Wu Yan
Art Direction: Wu Yan
Graphic Design: Wu Yan / Ke Wang
Production Company (Main):The Loft Films Shanghai
Production Company (Co-Prod): Blinkink(London)
KV/Print Photographer: Will Beach(London)
Production Company (Main):The Loft Films(Shanghai)
KV/Print Retoucher: DumplingBird(Shanghai)
VFX/CG: FURRY TAIL DRAGON LTD(London)
Color Grading: The Mill Shanghai
Audio (Sound Design, Music, Mix): Major Tom London | Fantasy Music Shanghai
Art Direction: Wu Yan
Graphic Design: Wu Yan / Ke Wang
Production Company (Main):The Loft Films Shanghai
Production Company (Co-Prod): Blinkink(London)
KV/Print Photographer: Will Beach(London)
Production Company (Main):The Loft Films(Shanghai)
KV/Print Retoucher: DumplingBird(Shanghai)
VFX/CG: FURRY TAIL DRAGON LTD(London)
Color Grading: The Mill Shanghai
Audio (Sound Design, Music, Mix): Major Tom London | Fantasy Music Shanghai