To promote the latest Nike LunarEpic Flyknit, Nike China and W+K Shanghai teamed up with French renowned film director Laurent Barthelemy to launch a special creative video.
The film tells the story of runners from the Nike+ Run Club, who come together in the night in a small Chinese village on Chongming Island. Using a combination of running, LED lights and some VFX tricks, we were able to bring the etherealness of the LunarEpic Flyknit’s spirit to life. The runners were outfitted with custom LED light suits and the runner paths merge and into a beautiful formation – a massive piece of artwork in the shape of the shoe’s sole.
Paula Bloodworth, planner on Nike, said, “Simply the name of the shoe demands an idea that feels out of this world and dares runners to do something they couldn’t previously comprehend.”
Campaign: Nike Running – LunarEpic Disruptive
Client: Nike China
Creative agency: W+K Shanghai
Executive creative directors: Yang Yeo
Creative director: Terence Leong, Azsa West
Director: Laurent Barthelemy
Production: Must Films
Co-Production: Mt Melvil
Post Production: Eightvfx