Nike - Witness
Production Company: Motion Theory
Role: Art Director
Intent and process: We worked hand in hand with the Art Directors at W+K to come up with this spot. They came to us with a very short deadline. It was the first time Lebron made it to the Eastern Finals and he had just had a monstrous tomahawk jam on Tayshaun Prince. Nike wanted to feature this dunk by the time the next game came on TV, which meant we had about 2 days to figure out a good solution. They knew they wanted the spot to be in black and white, but they wanted us to explore various effects to amplify the dunk. We had came up with some interesting solutions—one in particular was a chalk effect. We wanted to allude to the fact Lebron throws chalk up in his pre-game ritual. In the end less was more. We ended up on a simple solution of just adding a little color to emphasize Lebron, but let his action do all the talking. Even though we did all that work, we realized the best solution was the simplest direction. This was a case of working through the design problem and trusting that you will find the solution in the end.
Role: Art Director
Intent and process: We worked hand in hand with the Art Directors at W+K to come up with this spot. They came to us with a very short deadline. It was the first time Lebron made it to the Eastern Finals and he had just had a monstrous tomahawk jam on Tayshaun Prince. Nike wanted to feature this dunk by the time the next game came on TV, which meant we had about 2 days to figure out a good solution. They knew they wanted the spot to be in black and white, but they wanted us to explore various effects to amplify the dunk. We had came up with some interesting solutions—one in particular was a chalk effect. We wanted to allude to the fact Lebron throws chalk up in his pre-game ritual. In the end less was more. We ended up on a simple solution of just adding a little color to emphasize Lebron, but let his action do all the talking. Even though we did all that work, we realized the best solution was the simplest direction. This was a case of working through the design problem and trusting that you will find the solution in the end.