Tendril and Psyop collaborated to create a social media series designed to inspire different ways to style up Nike’s 270 and Vapormax shoes.
Our goal was to fully integrate the type into the action so it really felt part of the scene. We explored fresh and interesting ways to use simple typographic principles, but pushed those letterforms to the extreme.
By using a multitude of animation techniques, variation in letterform weight, and rotoscoped footage, it allowed us to play with how the typography interacted and evolved with model’s movements.
Each film is designed in such a way that our edits could be flexible, creating multiple iterations for each that open on either product, a styled look, or message + brand.
Our favourite part was creating a playful interplay between the energetic typography, beautiful movement, killer retro-styling and of course–dope shoes.
The footage was shot on 16mm, Red and VHS to give it a real retro feel which proved problematic at first when no one had a VCR to review the footage 😉
























Credits
Client:
Nike
Agency:
Facebook
Production Company:
Psyop
Executive Producer:
Andrew Linsk
Producer:
Karen Lawler
Director:
Terry Hall
ANIMATION
Production Company:
Tendril
Executive Producer:
Kate Bate
Creative Director:
Chris Bahry
Animation Director:
Joseph Recoskie
Producer:
Leah Wesolowski
Animation + Compositing Lead:
Joseph Recoskie
Animation:
Nik Dudukovic
Animation Exploration:
Leo Mateus, Gabriel Rocha, Joseph Recoskie
Typographer:
Stefan Hürlemann
EDITORIAL
Editor:
Michael Barker of Outsider Editorial
Assistant:
Oliver Whitfield-Smith
SOUND DESIGN
Composer:
Nicholas Weiss