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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.