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Nike: Hyperfuse Commercial

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Published on Apr 15, 2011

The new shoes are made with Nike's "Fuse" process where the upper layers are
bonded rather than stitched or glued together for lighter weight, a more
comfortable fit and faster performance. The spot ends with the tagline, "Run
Unleashed." "The point of the spot is to show that the Fuse technology that
Nike builds into shoes for elite athletes is also available in their shoes
for everyday running and cross training," explains Vitamin creative director
Danny DelPurgatorio. "It's all about light and energy."


Vitamin's animation team created three photo-real CG shoes from prototypes
provided by Nike. They scripted the animation for the running sequence after
conducting a study of professional athletes. "We initially put the shoes on
an animated character in order to get the performance right and later we hid
the character," DelPurgatorio says. "Because things look different when the
character is removed, we made some adjustments so that they worked as a set
of standalone shoes." Storyboarding, modeling, lighting, animation, editing,
compositing and sound design were all performed by Vitamin staff.

Credits:
Client: Nike
Title: Hyperfuse
Agency: Nike Direct Marshall Bex,
Creative Director; Kim Singleterry,
Production: *Vitamin*, Chicago. Danny DelPurgatorio,
Creative Director; Linas Jodwalis,
Art Director/3D Lead; Matt Beharry,



The TV Commercial titled Hyperfuse was done by Nike Direct Marshall Bex advertising agency for product: Nike Shoes (brand: Nike) in United States. It was released in the Apr 2011. Business sector is: Clothing & footwear.

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