Nike: “KD”


COMMERCIAL
ROLE: Senior Flame Artist / VFX Compositor
VENDOR: Logan
CLIENT: Nike

This Nike spot for Kevin Durant’s 2013 branded athletic shoe is more of a mograph advert than anything else, relying on stylized motion, integrated graphics, and abstracted backgrounds. But the one aspect I was immediately drawn to was the shoe being filmed practically.

The shoe itself is positioned on a turntable, shot at high speed from multiple angles and using choreographed camera moves. Much of it was storyboarded. But room was left for improvisation, both on set and in post. And that’s the part that appealed to me most.

Editorial took the tempo to a certain degree, leaving the Flame to finesse the kinetic flow of the edit. Once that was in place, the CG team could start on the abstracted bending basketball court background, animated to reflect the versatility of the shoe’s enhancing performance.

Compositing required rig removal, roto, and the integration of CG backgrounds. Occasionally, on a selected take, the shoe went out of frame, necessitating a 2D rebuild of the missing parts.

2D text layers were tracked to the shoe’s movement.