This is nicely detailed Nike spot created by the great folks over at Digital Domain that is very reminiscent of the effects pioneered in Hollow-Man. Really well animated, lit and rendered. It premiered at the annual 2012 Nike Innovation Summit on February 21, is a performance-driven expression of how the shoes are knit seamlessly to fit to a runner"s foot like a second skin.
Watch the Making of here: • Video
Tackling the challenge to create a new material and method for making shoes, Nike is, for the first time, manufacturing them in-house at its Portland headquarters. To develop an accurate visual expression for the innovative weaving process director David Rosenbaum met with Nike engineers and watched the shoes being made on customized industrial knitting machines. The result was a thirty-page story with images and a concept that convey both the unique attributes of the shoe and how they impact the running experience.