Motion Theory and Nike make a beautiful team. I still remember posting a two-spot campaign way back in the Tween days in which MT used Processing (among a slew of other tricks) to create complex spheres of text that orbited around products and people. It was an elegant way to convey complexity.
Watch “Sumo” | Watch “Oneball”
In that same spirit, Motion Theory has created two new spots, “Sumo” and “Oneball.” Both use a kind of four-dimensional snapshot effect to suggest that the products are packed with Nike R&D. Director Mathew Cullen did a great job building dramatic tension throughout the spots, making sure that the swing from each of the players feels like a climactic release of power.
The music and sound design really add a great deal to these spots. I’m working on full credits; as soon as I get them, I’ll share them here. I’ll also have some stills from the print campaign, which MT handled as well.
UPDATE: Just posted the full credits for this project. The music was created by Hum, whom I’ve added to the Cream O’ the Crop in the audio section. Fantastic stuff.
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