Nike - College Football Playoffs
2017NikeArt Direction / Motion Design / Visual Development
The playoff campaign makes competitive progress visible as a material transformation. Aixsponza’s animated stings and print imagery take Nike uniforms towards an increasingly crystalline form, with the winning team reaching the fullest transformation. The treatment gives successive stages of the competition a shared visual logic while keeping team recognition at the centre.
a sporty, non-jewelery kind of crystal diamond look on the Nike uniforms
Aixsponza, excerpt describing the visual-development target — Nike College Football Playoffs.
The distinction matters: the crystal treatment had to retain the character of sports equipment. Production began before the finalists were known, with eight candidate uniforms prepared and four ultimately used. The same assets also had to hold up in very large print renderings, so surface detail was part of the brief from the outset. Transformation, team variation and close-up fidelity were connected demands on one system.
Credits
- Client
- Nike
- Art Direction · Motion Design · Visual Development
- Matthias Lein