Nike - Mercurial Superfly V

Nike. Speed Lab.

This direction use light as a transitional device to reveal objects.
The light streaks work to reveal the object silhouettes in the dark, wrapping around them and enhancing their curved surfaces. 
Inspired by Formula 1, the idea here is to show the similarities in both designs to the point where you don’t know exactly which one object you’re looking at. 
Each shot is framed as if the objects are being examined in a dark lab environment. 
Moving really fast and sometimes acting like laser scan lines, the lights multiply, grow in intensity and change shapes.

My Role: Senior Designer