Nike used “Peel”, a 20 second television commercial and online video produced in 2008, to present the new Nike Zoom Victory + shoe, an athletic shoe with Flywire technology and capacity for Nike Plus interactivity.
A grey Nike shoe is transformed through a process of peeling. A new athletic shoe emerges as layers fall away to the side, with the new distinctive yellow colours of the Zoom Victory +. Viewers are invited to find out more at www.nikelab.com.
Click on the image below to play the video in YouTube (HD)
The Peel ad was part of a campaign developed at Wieden+Kennedy Tokyo by art director Chris Hutchinson, copywriter Driscoll Reid and agency producer Jen Dennis.
Filming was shot by director Trevor Shepard via Elastic, Santa Monica, with executive producer Alex Gorodetzki.
VFX and post production were produced at a52, Santa Monica, by 3D/VFX supervisor Andrew Hall, 3D/VFX lead artists Max Ulichney, Kirk Shintani, 3D/VFX artists Adam Newman, Jesse Franklin, Tom Connors, Frantz Vidal, executive producer Ron Cosentino and producer Jenny Bright.