Category: Fashion
Media: Film
Brand: Nike
Agency: Digital Fairy
Geo: United Kingdom
Advertising Agency: The Digital Fairy, UK
Production: Rock Hound
Director: Amy Becker-Burnett
Producer: James McLaughlin
DoP: Joe Douglas
Edit: Andre Rodrigues / Whitehouse Post
Post-production: Smoke & Mirrors
Published: September 2018
Synopsis:
Tech Pack Collection.
Three young designers have created digital artwork to celebrate the release of Swoosh’s Fall 2018 Tech Park collection. The range promises to weld innovation and forward-thinking design to embody the intersection of sport and style whilst the hero film, devised by Digital Fairy and brought to life by Rock Hound’s Amy Becker Burnet, emphasises the unapologetic use of tech disciplines by each designer. Shot with a documentary fashion film aesthetic, the film takes us behind the scenes as we delve into the worlds of the Designers and watch them create from their own studios: real people in normal environments utilising body-mapped data to create ground-breaking technologies. We see motion texture translated onto unseen bodies, coding used to create distorted beauty and an algorithmic process used to create geometric patterns in fabrics displayed in a range of macro and portraiture shots.