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Project

Nike

Role

Motion Director

Problem Statement

How do you create excitement for the release of a new Lebron James shoe while paying homage to the past?

Summary 

For the release of Lebron James's 11th shoe, I worked on a film featuring Lebron and several variations of his new shoe. As the Motion Director, I closely assisted the director to ensure everything ran smoothly, both during the shoot and in post-production. The shine and detail of the diamond theme shoe were brought to life through the use of a Phantom Camera, both through film and posters. 

Along with the shoe, I designed posters for each year Lebron played in the NBA, capturing a tribute and milestone he accomplished that year. 

 

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Project Objectives

01

Excite people about the release in order to have a successful launch.

02-1

Tell the story and the inspiration of the design of the shoe.

03

Pay homage to all historic designs.

04

Deliver a premium quality video and poster designs.

Research 

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Gathering guidance from Nike on what's important to Lebron.

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Tech research on how best to shoot the shoe to meet the standard.

User's Appeal 

Lebron James

Anything new Lebron is involved in, people want to be a part of.

Personalization

The foundation was inspired by Lebron with the ability to add a personal touch, allowing the item to be very impactful.

Lifestyle

Being designed for basketball was only one aspect of the shoe. Being able to wear the item everyday created a lifestyle symbol. 

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Target Area

How do you get people excited about the release?

Pattern

Target Area

The meaning behind the design.

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Target Area

Personalization of the different color combinations.

Posters

Pay tribute to his career with a poster denoting each year and milestone in his career. 

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Learnings & Findings

Craft and quality are key to a successful project. Lebron’s career is due to his personal work ethic, dedication to detail and his overall love for the sport. This project was incredibly inspiring to me as I combined two of my loves, sports and art. Having meaning and passion behind the decisions makes the art more authentic.