Air Jordan XXXIV

Reductive by design, the XXXIV provides everything you need and nothing you don’t.
The story focuses on the lightweight nature
of the shoe and more specifically the design of the eclipse plate and the hole generated by
the reduction process.
This was a technically challenging story to tell in a limited amount of seconds. By converting
the sole into clay - a more malleable material, we were able to detail the crafting process,
carving and stripping away layers of material to create a completed polished form.
We worked with a 3D scan of the boot and CAD files for the inner sections, joining these
together we matched the geometry, textures and materials to the real shoe.
Credits:
Jordan Brand Design Director – Rebecca Parker
Intro Director – Camella Kirk
Lead 3D – Alex Pastor
Sound design – Zelig Sound