TV ad: Nike: Tech Pack Collection

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Three young designers have created digital artwork to celebrate the release of Swoosh’s Fall 2018 Tech Park collection. The range promises to weld innovation and forward-thinking design to embody the intersection of sport and style whilst the hero film, devised by Digital Fairy and brought to life by Rock Hound’s Amy Becker Burnet, emphasises the unapologetic use of tech disciplines by each designer. Shot with a documentary fashion film aesthetic, the film takes us behind the scenes as we delve into the worlds of the Designers and watch them create from their own studios: real people in normal environments utilising body-mapped data to create ground-breaking technologies. We see motion texture translated onto unseen bodies, coding used to create distorted beauty and an algorithmic process used to create geometric patterns in fabrics displayed in a range of macro and portraiture shots.