For the launch of their new HITT workout shoe, the Superrep, Nike organised a launch event to put this new shoe to the test. During the event selected guests were given a first look of the shoe and had the opportunity to test the product during a special 40 min workout.
Circus Family was commissioned by Nike to translate the visual identity of the Superrep shoe into a visual 40 minute workout experience. To emerge the participants of this workout in the accompanying visual flow, we proposed a 10 screen circular setup. To lose the harsh feeling that often comes with LED screens we came up with bespoke diffusers in front of the screens that softened the visuals and helped create the gradient mood we were looking for.
The workout was split up in different categories, each with their own gradient mood. These gradient moods linked together formed the backbone of the workout. Circus Family filmed a Nike trainer performing the elements of the workout. Via a post-production process we created a silhouette look of the entire workout that could be blended with the gradient flow.
The gradients were programmed in such a way that they generated live. This allowed for last minute adjustments & tweaks on location. Using generative gradients also meant that the exact animation was slightly different for each show.
For the show we used an OSC timeline that triggered a videoserver that handled playback of the animations and audio. The timeline also triggered the gradient generator. Our generator software also had an art-net output module, by merging this with the lightning desk during certain parts of the workout the top lighting was driven by colours from the generative gradients.
The OSC timeline ran sync with a SMPTE signal that also triggered the lighting desk allowing for fully synced audio, video and lighting.
Nike EMEA / SuperRep Launch
Screen concept, Motion design, Technical design, Programming, Film production, Operating
with Bas van Diejen
All images @tdm.space