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Nike Flyknit: Selfridges In-Store

2012年09月28日 18:09
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The new Flyknit running shoe was being launched at Selfridges London in Nike’s House of Innovation, a dedicated retail space combining a variety of physical and digital experiences for today’s style savvy, digitally connected athlete. We were approached by Nike to create the in-store launch film that would form part of the opening event and accompany the shoe in the store.
Brief
The aim of the film was to showcase the revolutionary knitted technology of the shoes upper, highlighting it’s lightweight construction and commitment to minimizing material waste.
Approach
Our approach led us to create a film as light and minimal as the shoe itself. This was done through a series of fluid, organic typographic animations that begin as a series of single threads and combine to communicate Flyknit’s core messaging in letterforms that replicate the complex knitted construction of the shoes.
The final film was shown on a screen mounted behind a two-way mirror, giving the impression that the typography is floating freely in the space. Viewing the content in this way, without seeing the confines of the physical screen, communicates the idea of minimalism and lightness, which are the basis of the Flyknit shoe.
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