Nike Retail Shop Project
Client: Myself - This has been adapted from an interview task I did in 2022
Year: 2022.
Responsibilities: I take responsibility for everything including art directing and managing this project as well as all of the motion graphic work. The only thing I did not produce was the music.
The Challenge: Design and build a motion graphics animation for a large scale LED display at Nike Flagship store in Barcelona. Please note we’ve created a generic retail shoe brand “Nike”
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The Client: With more than 2500 stores across the world, Nike is the leading global athletic footwear and apparel retailer. At Nike, they live trainers, they breathe trainers, they dream trainers… Trainers are all they think about and nothing makes them more proud than being able to keep their followers up to date with the latest trends. For more than 30 years, their collections have been curated by trainerheads for trainerheads. Only the best, most relevant and exciting products ever make it onto their shelves and online catalogues. “If it is at Nike, then it is approved!” This is the word on the street.
The Theme: Urban, fashionista, inspiring, innovative, energetic, creative, on trend.
Target Audience: 12 to 20 year olds, who are influenced by competitive sports and urban trends.
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Response: In response to the brief I broke down the brief into the 3 most important words, these being:
Barcelona, Trainers in Competitive Sport (Basketball) and Urban Trends. I then did a mindmap of this along with some base visuals as research:
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Ideas: From my research and brainstorm I put together 4 different ideas and evaluated each one to make check whether each one fitted into a brief.
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Idea 1: Running in Barcelona
We start on a puddle showing the reflections of the shop building. A foot steps into the puddle splashing water, they’re wearing the advertised that the store sells, we linger on the logo Nike for a second or two. Cut to someone running through the streets of Barcelona. Put on buzzwords which stick on screen enough to read but not to linger.
Idea 2: Basketball in Barcelona
We start with someone wearing the shoes playing basketball, cut to the ball thrown through a hoop. Cut to slow motion trainers with a basketball, the words in black boxes with bold white text saying “Open Now”. Hold for a few seconds to read, then speed up the slow motion and transition out into Barcelona’s greatest basketball moments in recent years.
Idea 3: Emphasise the trainers – More 3d graphics
Square boxes with the trainers inside spinning, cutting from one full shot of them spinning, to them in each of the corners. Cubes which flip over, revealing the trainer inside them, these are cloned and the trainers move upwards out of the cubes and this ripples through each clone, camera follows this.
Idea 4: Animated posters
We start with an animated poster of a trainer and a basketball, it is in slow motion, there is dust getting kicked up and the ball is slowly spinning, movement is subtle. Nike logo is shows in the middle of the frame, with a glitch like transition, this holds. We then transition into a small amount of footage showing a great moment in Barcelona’s basketball history, a memorable moment. This transitions into the show model, which starts full screen with a slight bit of rotation, the rotation speeds up and we match cut to four trainers in a 4 by 4 set up on the frame. We then transition out of this through a cut to urban styled footage such as photography shots of trainers around Barcelona or in suburb location with a focus on the people and the trainers.
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Each of these were then analysed, evaluated, I came to the conclusion that Idea 4 was the right direction to go, with a bit of tweaking, I then produced a treatment for this project:
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StyleFrames and Motion Script: I then produced some style frames which also doubled up as storyboards as the piece was rather short, along with a motion script to describe exactly what I was doing:
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Animatic: Using the music, the motion script and the storyboards I then produced an animatic.
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Final: The next job was to produce and edit the rest of it to the final piece below.
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Results: Although this was a test piece, I was very happy with how it turned out, I was able to show off all of the steps of production. The project took me 6 days of solid work.
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