Sixth Sense of Nike
In partnership with Nike, Mill+ worked alongside Highdive to develop a new identity for Nike’s latest campaign for Lacrosse cleats.
Mill+ Director Nic Yiallouris says, “The “Sixth Sense” campaign speaks to that inexplicable awareness certain athletes possess — an awareness that can be found in certain animal species. With that concept at the heart of the film, we conceived a way to intersperse these worlds with the ideology that with time, and the right tools, athletes are able to achieve extraordinary things.“
To further convey the similarities between sports and animals, the 3D team created a CG lion and added spectral effects throughout the piece. 3D Lead Artist James Mulholland says, “We implemented our bespoke fur system to design the CG lion as part of the ”animalistic senses” triptych.“
From a 2D standpoint, the team was tasked with adding crowds into twenty different shots. 2D Lead Jamin Clutcher adds, ”We had to find the right balance between enhancing the crowd in the stadium, the players, and the LED banners to achieve a cinematic environment without detracting from the main action.“
“Between the creative firepower of Highdive, the ”Unleash Your Sixth Sense“ concept and the amazing production chops of Mill+, this is some of the best work the Nike Lacrosse team has ever done.” said Ryan Sudenga, the North American Brand Manager for Lacrosse at Nike.
Author The Mill