Nike ‘Crab’, one of Neill Blomkamp’s first television commercials, featured two soccer-playing robotic crabs in a South American abandoned lot, promoting Nike’s artistic web site, nikelab.com. ‘Crab’ begins with a man hole, lifted by a metallic robot crab wearing six Nike football shoes. Another crab appears from behind furniture further down the yard, bouncing a soccer ball. The two crabs take turns at dribbling the ball and taking shots at each other’s goal. Finally the ball knocks over a goal made out of a bookcase. The super: “Nikelab.com”
Nike ‘Crab’ was developed at Wieden + Kennedy, Portland, Oregon.
Filming was directed in 2003 by Neill Blomkamp via The Embassy VFX, a Vancouver company set up that same year. Visual effects artists combined live action and 3D effects using Boujou software from 2D3 Limited.