Nike — LeBron 19
From Ditroit Page:
In this film, we embraced the ‘play smooth’ imperative to the limit, picturing a shoe with a never-ending sole for infinite playing comfort and introducing a mental range of materials, mixing silicone rubber with steel, plastic with barbed wire, and gum with razors.
For the creation of this universal synthetic imagery we drew inspiration from a hybrid constellation of elements from diverse realms – ranging from the basketball court to hip-hop culture, from the streets to niche subcultures, yet all united by an unmistakably bold and striking stylistic swagger.
From a technical standpoint, since the film is based on a single continuous shot, the initial challenge was to define and design a way to easily handle over 100 simulated layers and fit them into a single 3D scene.
The entire structure is the result of a complex nested structure, where 3D layers are meticulously assembled and seamlessly interact with a diverse set of tiny, wiggling secondary elements. Overall, the film required more than 2.5 TB of cache to be stored on our servers, a substantial amount of data.
Styleframes
![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/0913ca192733889.65e067331f2ed.jpg)
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![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/917ef8192733889.65e05d556fe02.jpg)
![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/8577b2192733889.65e05d556e2c1.jpg)
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![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/25d07f192733889.65e05d556d551.jpg)
![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/76339b192733889.65e05ee09493a.jpg)
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![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/013b6e192733889.65e05d557093a.jpg)
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![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/597111192733889.65e05d556f31d.jpg)
Process
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/63e11a192733889.65e06229601bc.png)
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![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/cda2ec192733889.65e1fded27f60.jpg)
![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/8e511d192733889.65e069cd425fe.png)
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![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/36ab98192733889.65e1fac0b457d.jpg)
![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/355450192733889.65e06229d856e.jpg)
![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/eef21f192733889.65e1fcd9a1247.jpg)
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![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/589144192733889.65e1fcd99ed95.jpg)
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![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/4b146a192733889.65e065354ec83.png)
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![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/53b28a192733889.65e1fcd9a04a5.jpg)
![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/229198192733889.65e1fcd99f6f6.jpg)
![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/a0d8f6192733889.65e065354e114.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/c95118192733889.65e0688bc2489.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/28e613192733889.65e0688bc2fad.jpg)
![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/a9a31f192733889.65e065354c9d3.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/f27b18192733889.65e1fcd8e8d32.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/ac7436192733889.65e1fcd8e96fd.jpg)
![Nike LeBron James shoes tower pile basketball 3D ring NBA playsmooth](https://mir-s3-cdn-cf.behance.net/project_modules/1400/ad7569192733889.65e06332a424c.png)
Credits
Direction: Ditroit
Creative Director: Salvatore Giunta
Design & Development: Alessandro Nobile, Claudio Gasparollo, Matteo Nicoli, Mantas Bardauskas, Marco Serracca, Christian Cabiddu, Davide Rubini, Maria Grazia Di Giovannantonio, Giovanni Mauro
Producer: Irene Costantini, Noemi Bugli
Client: Nike
Audio Commercial: Zelig
Process: About that time – Dame D.O.L.L.A., G-Eazy, P-Lo and White Dave