To help promote the new Nike Free 5.0s, we created art with the shoe itself, choreographing a hypnotic kaleidoscope of their brightly colored training kicks. No CG here -- the effects were created completely in-camera on the RED EPIC.

We needed a highly visual way to show off just exactly how lightweight and flexible the Nike Free 5.0's are, while also featuring them in an array of colors. Building a practical kaleidoscope felt like the right thing to do. This is a global, multifaceted campaign, where our designs live happily in video, print, out of home and in interactive retail spaces.

A technical challenge was shooting live action rather than using CG. We felt that this method allowed us to remain true to the original creative request from Nike.

For the live action shoot, physically rigging the shoes to contort to the movements we desired was a challenge. Timing the motion rig and camera movements became exponentially more difficult as the rig melted under the extremely hot studio lights.

Hardware: Red Epic, Turntable Rig, Fishing Line.

Software: After Effects, Cinema 4D, RedCine-X Pro

After Effects: Compositing, Editing, Color Grading.

Red Cine: Transcoding and Color Correction.

Cinema 4D: Match move cg shoes to the live plates to generate accurate shadows