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Tronic Studio Creates 3 CG Spots for Jordan XXWhen Nike needed innovative animations to showcase its new Air Jordan XX (AJXX), the most-advanced basketball shoe ever made, it turned to New York City-based creative collective Tronic Studio, continuing a two-year collaboration.
Tronic previously worked with Nike on the products featured on Nikelab, and as part of the Nike Speed campaign they directed and animated the fully-CG short film, "A Long Time Ago, Tomorrow," which documents one man's attempt to travel at the speed of light (see it on Tronic's website).
"Nike is an amazing client because they're always pushing creatively and technologically," says Tronic executive producer Vivian Rosenthal. "This project marks the intersection of Web interactivity and broadcast," adds creative director Jesse Seppi.
"You're on the Web watching video and audio as if they were on TV, but they're also interactive."
When visitors click on "watch the AJXXs on the court and learn about the technology," Tronic's photoreal animations unfold.
In a magical turn, a pair of AJXXs appears in the dark, on a glossy, reflective floor, and begin to play basketball.
With only sound design suggesting the bounce of the ball and the squeak of shoes on the court, the AJXXs execute a slam-dunk, make a 3-point shot and generally tear up the court.
"Nike has its own motion-capture studio
more: Tronic Studio Creates 3 CG Spots for Jordan XX
27/5/2005 | Viewed 22,992 time(s)
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