The sports brand commissioned FIELD to create four video artworks for the launch of the new Hyperfeel shoe.

Global sportswear brand Nike commissioned digital art and design studio FIELD to create Hyperfeel, a set of four “video artworks” that capture the feeling of running on different terrains like trail, sand, grass, and tarmac.

The animations were computer-generated and were modeled after real human movements. The details and running motions were hand animated and customized for each type of terrain. The FIELD team focused on the sensations that they wanted to present in the video artwork and made the animations as minimalist and raw as possible.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in