Nike introduced its 2004 version of the Nike Air Huarache 2K4 basketball shoe with a CGI effects driven television advertisement showing the evolution of the shoe from its first days. The ad, directed by Neill Blomkamp, followed on from the successful Nike Crab ad for Nikelab.com.
The 30 second Nike Evolution ad features nine different shoes in transition on a pavement. In the background is a bridge and a pole, giving the effect of time lapse photography. Each shoe’s transition is designed around its features. The final shoe is introduced in the context of a cocoon, wrapped in shoe laces, which finally gives birth to the Nike Huarache 2K4. The final super provides a link to nikebasketball.com
The Huarache is named after the Hispanic name for a sandal used in South America.
The concept for the Nike Air Huarache Evolution ad was developed at Wieden + Kennedy, Portland, Oregon, by creative directors Hal curtis and Mike Byrne, art director Brad Trost, copywriter Jason Bagley, executive producer Ben Grylewicz and agency producer Jennifer Fiske.
Spy Films director Neill Blomkamp worked with his own special effects company, The Embassy VFX, Vancouver, with animation supervisor Trever Cawood, animators Winston Helgason, Simon van de Lagemaat, and compositor Stephen Pepper. Blomkamp is now signed with RSA Films. For an insight into Neill’s technique read the May 2004 Boards Magazine Spotopsy.