The Zoom initiative shows consumers that the Zoom range is Nike’s fastest.
We created a series of audio-visuals to promote the Elite, Pegasus, Structure and Vomero shoes from the Summer 2015 Zoom range. The films were used across Nike’s web and social channels and their instant success led to newly commissioned work from the Western Europe Running Team specifically promoting the new Pegasus 32 running shoe. This time the requirement was for the films to live in Nike’s retail environments so the visuals were needed in both landscape and portrait dimensions.
OPTION 1. SPEED DISTORTION
A rapid edit of fast imagery, projected behind and over the shoe bringing life to Zoom’s fast character. The presence of glitch effects and visual distortion was key to presenting the speed of Zoom. This feeling was further enhanced by the introduction of a number of visual metaphors: cheetah, dragster and fighter jets.
OPTION 2. WARPED TYPOGRAPHY
A graphic interpretation of the speed of Zoom. Warping the typography by the sheer speed of the shoe we reduced the colour palette throughout the film to pink, black and white; adding a rougher half tone texture and application to the whole film.
This created a glitchy, disruptive feel to the film inline with the graphical messaging of the wider Zoom campaign.