Nike Hyperdunk Flyknit

Nike Basketball and Dick’s Sporting Goods tapped Where It’s Greater to visually interpret the React Flyknit Hyperdunks’ slogan, ‘Instant Rise’ bringing the concept to life through bold visuals.

The film’s dynamic energy mirrored the Hyperdunk’s responsiveness and comfort, while the minimalist black & white aesthetic aligned with the sneaker’s design.

Where It’s Greater juxtaposed fluid, high speed motion controlled camera movements against raw, handheld cinematography.

To reinforce this synergy, a custom basketball court inspired by the Hyperdunk’s visual identity was designed and constructed.

The live action film is a result of how high speed motion control perfectly pairs with precise athletic movement.

September 2017

Commercial

Client

Nike
DSG

Director

Decatur Dan

Art Department

Maxim Jezek

Editor

Andrew Litten