- Tuesday, Jul. 10, 2012
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Motion design & production studio Royale was recently tapped by Nike to create a launch spot for the new Nike Lunar Hyperdunk 2012+ shoe, which premiered during Game 5 of the NBA Finals and will air globally. The revolutionary footwear comes equipped with a set of sensors that allows players to measure advanced performance metrics like reaction time and vertical leap.
Featuring the tagline "Game On, World," "Evolve" is an exhilarating :30 glimpse into the technology that goes into this new basketball powerhouse of a shoe. A video game controller deconstructs and begins to reconfigure, its pieces and panels moving intelligently and dynamically. Flywire elements electrify the side of the Hyperdunk 2012+, weaving up and tightening the sidewall of the shoe. Lunarlon cushioning organically evolves from a flat surface, providing an extra layer of support and adding to the semi-transparent, always-active sensors inside the sole. The shoe's ability to elevate a player's experience with the sport becomes visually synonymous with its vertical leap, as it soars into the air.
The Nike spot launches on the heels of Royale's 5th anniversary, and yet another big showing at PromaxBDA 2012. Royale won a Global Gold and North America Silver for "(http://bit.ly/OwRZ0h)">Impossible Present," the studio's original CG-animated short film ((http://bit.ly/OwRZ0h)), and Global Gold and North America Silver awards for its Disney Junior Logo designs.
"Evolve" marks another successful collaboration with longstanding client Nike, a relationship that spans several years and numerous projects together. For this spot, Royale was tasked with highlighting the various aesthetic elements new to the Hyperdunk 2012+, as well as the sensors.
"It was important to capture the benefit of everything together, as one exceptional unit that can enhance your game," says Brien Holman, Royale Partner/Creative Director. "When Nike approached us about this launch spot, we jumped at the opportunity to partner with them again. We crafted a fully CG spot highlighting the Hyperdunk's innovative technology that unites real-life competitive gaming and social media."
"As the flagship product, we had to make the spot exciting, robust and high-tech to emphasize how the shoe will revolutionize and evolve the sport of basketball," concludes Jayson Whitmore, Royale Partner/Creative Director. "This project was not only creatively rewarding, but it also reinforces the trust given to us by the client."
Project: Nike Hyperdunk 2012+ Evolve
Production & Design Company: Royale/Los Angeles
Creative Directors: Brien Holman, Jayson Whitmore
Art Director: Jonathan Kim
Designers: Jonathan Kim, Juliet Park
CG Lead/Technical Directors: Andy Lyon, Erick Schiele
3D Modelers/ Animators: Juan Carlos Cuandra, Blake Beynon, James Lang, Craig Christian, Jonathan Feldman, Chris Bariscoff, Casey Hupke, and Wayne England
Storyboards: Brian Koons
Compositors: Dan Blank, Renzo Reyes, Handel Eugene
Executive Producer: Jen Lucero
Head of Production: Danielle Hazan
Senior Producer: Sean Sullivan
Associate Producer: Karla Sylvester
Audio: Echo Labs
Partners Brien Holman, Jayson Whitmore, and Jen Lucero launched Royale in 2007 with an uncompromising mission: be passionate about what you do, find inspiration anywhere, and create a fun, relaxed environment where clients and talent can thrive creatively.
Spanning all aspects of concept creation to execution, Royale integrates award-winning production, design and animation to weave rich stories across all screens, channels and media landscapes.
Michele Lu Kumar
Contact Michele via email