NIKE: Air 270 | AI & 3D Commercial Concept

This is a commercial video concept for the Nike Air 270 sneaker, created as a personal work showcase for my Contra portfolio. The project was designed to demonstrate a high-level creative and technical workflow using modern tools. The video’s narrative and visual language are built around a central theme of transformation and lightness, directly inspired by the shoe's "Air" technology.

The challenge was to create a compelling and unique commercial for an existing, well-known product in a saturated market. The goal wasn't just to show the shoe, but to tell a story that resonates with a brand's ethos. I needed to produce a final asset that felt both futuristic and grounded, showcasing my ability to deliver a polished, professional-grade result without a traditional large-scale production team.

My solution was to design and animate a CGI-driven narrative that represents the shoe's journey from a heavy, crystalline-like state to a weightless, fluid one. This was achieved by:

Creating a surreal, otherworldly environment with floating rock formations and light-emitting crystals to establish a distinct aesthetic.

Utilizing AI to generate textures and concepts to accelerate the creative process and add unique, abstract elements to the scene.

Integrating realistic 3D models and animations of the Nike Air 270 to make the product the hero of the story.

Compositing all elements together with dynamic lighting, camera work, and a powerful soundscape to create a cohesive and immersive experience.

The project successfully delivers a visually stunning and high-concept commercial that demonstrates a modern creative workflow. The outcome is a powerful portfolio piece that:

Showcases a blend of artistic vision and technical skill (AI, 3D, and compositing).

Highlights my ability to solve a creative brief ("From Stone to Air") with a strong narrative.

Provides a concrete example of a professional-grade commercial concept that can be scaled for future clients.

My process was a blend of creative ideation and technical execution, leveraging a hybrid workflow to maximize efficiency and quality.

Concept & Storyboarding: Started with the "From Stone to Air" idea. I sketched out key moments and camera movements to establish the narrative arc.

AI Asset Generation: Used AI tools to generate initial texture ideas and visual references for the crystalline and rocky elements of the environment. This fast-tracked the look development phase.

3D Modeling & Scene Building: Modeled the environmental assets and the Nike Air 270 shoe in 3D software. I focused on creating high-fidelity assets that would hold up to close-up shots.

Animation & Dynamics: Animated the camera and the shoe's movements. I used physics simulations to create the realistic, fluid motion of the shoe.

Lighting & Rendering: Set up a dramatic lighting scheme to emphasize the contrast between light and dark, giving the scene a mysterious and high-tech feel. Rendered the final frames in high resolution.

Compositing & Post-Production: Brought all the rendered passes into a compositing software. This is where I added final touches like volumetric fog, lens flares, and color grading. The "Nike Swoosh" and "Run on Air" text were added in this final stage to tie the piece to the brand.