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CHRLX Deconstructs Nike's New Sport Shoe in Intense New Spot

double E communications, 2 years, 3 months ago

Director Ryan Dunn shows exactly what the Nike Air Zoom Elite 8 is made of

CHRLX Deconstructs Nike's New Sport Shoe in Intense New Spot

Nike recently tapped NYC-based CHRLX to deconstruct the Nike Air Zoom Elite 8 stitch-by-stitch and show the world exactly what the shoe is made of in the recently released spot “Engine.”

Director Ryan Dunn pushed the team creatively and technically to construct a visually stunning and realistic piece. Nike gave CHRLX an open brief and a clear challenge, allowed the animators to explore creative solutions, and guided them toward an end result that balances their creative vision with the functional needs of the spot. Armed with a team of skilled specialists and advanced animation software, CHRLX peeled through each of the sneaker’s layers to uncover the Zoom Air Unit at its heart: a V8, 500 horsepower, rocket-powered engine fueled by blood, sweat and tears.


Animator: (Lead) Tony Tabtong

Modelling: (Lead) Hung Ma, Chin Lee

Rigging: Steve Mann

Storyboard Artist: Armand Serrano

Music and Sound

Creative Director: Colin Thibadeau

Sound Design: Jeff Hinton @ The Lodge

Post Production / VFX

2D Artist: Dorian West

CG: (Supervisor) James Fisher, (Lead) Entae Kim

Visual Effects: Alexey Cheprakov

Production Company

Creative Director: Danil Krivoruchko, Matt Wilson

Director: Ryan Dunn

Executive Producer: Corey Budro Editors: John Zawisha, Mike Mendizibal

Photographer : Noah Fowler