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NIKE FOOTWEAR — PRODUCT CAMPAIGN
A speculative product film exploring the construction, transformation and physical behavior of a performance running shoe.
The central visual idea was to make the product appear to physically construct itself.
Fine textile fibers progressively interlock and spread into the upper, while the sole develops simultaneously through continuous volumetric material formation.
The objective was to maintain the impression of a continuous physical process rather than using a conventional morph or instant transformation.
The finished product was presented through a series of controlled cinematic product shots, focusing on surface detail, textile structure, sole geometry, reflections and material response.
Different camera perspectives were developed to emphasize the silhouette and construction of the shoe while maintaining a consistent visual language.
Creative Direction — András Roland Partamaș
Visual Development — András Roland Partamaș
Product Visualization — András Roland Partamaș
Animation & Motion Design — András Roland Partamaș
Digital Production — András Roland Partamaș
Edit & Color — DaVinci Resolve
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the yellow train going across the top is my favourite bit. is that real footage or did you animate it?