Nike Air Zoom Elite 8

The pitch Like many other projects, this one started with a pitch. We pitched against two extremely talented studios and were lucky enough to win with our "The Hover" concept.

At some point the client asked us to go from a more stylized motion-design approach to photoreal CG, and to focus the exploration around the engine-within-a-shoe idea.

Production We ended up with a final concept of the shoe being tested in an ultra-hi-tech, almost air force grade facility somewhere in the year 2035 — or 2037, who knows. Every decision about the environment, the engine, the airbag and the other props was made with that setting in mind.

Final frames

Director: Ryan Dunn Creative Directors: Danil Krivoruchko, Matt Wilson Executive Producer: Corey Budro Editor: John Zawisha, Mike Mendizibal Storyboard Artist: Armand Serrano CG Supervisor: James Fisher CG Lead: Entae Kim Lead Animator: Tony Tabtong Lead Modeler: Hung Ma Modelers: Chin Lee Lead Rigger: Steve Mann Lead FX Artist: Alexey Cheprakov Lead Lighter: Frank Grecco Lighting TDs: Yun Cho, Will Atkin, Eric Schnell, Soo Hee Han Pipeline TD: Paul Sultan 2D Designer / Animator: Dorian West Photographer: Noah Fowler Sound Design: The Lodge Sound Designer: Jeff Hinton Assistant Sound Designers: James Panepinto, George Mazur Creative Director: Colin Thibadeau Made in CHRLX