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EyeballNYC Gets In-Store for Nike

"It is fun to work with Nike because they always have strong creative to build on," said EyeballNYC art director Tatiana Arocha. By Len Stein

Nike has again enlisted EyeballNYC, this time to produce two :60 second spots, loosely based on the current "Nike Play" print ad campaign, for in-store video displays in 13 Nike Town stores and in the 90 Nike factory stores around the country. The spots will also be sent to retail development companies like Footlocker, as well as to leading retailers.

"It is fun to work with Nike because they always have strong creative to build on," said EyeballNYC art director Tatiana Arocha. "I love how they define the creative parameters early on and then allow me to play as much as I want. Both pieces were based on the idea of a pictograph game but I didn't want to literally translate that concept onto the screen. I felt it would be more fun to use the pictograph as inspiration for movement combined with the natural dynamic of the shoes."

"Nike has a strong image but that never stops them from being willing to use new styles. Add to that the material they provide us, essentially the shoes themselves, offers enough inspiration to produce a wealth of color and texture palettes. I also get involved in the creation of the music by working with Alex (Moulton) and that helps me get a clear sense of the rhythm and structure that the piece will have," added Arocha.

Music for Air-Hyper Fighter and Air Max Specter "Nike is always aware of current music trends and they're willing to have fun with their image so it's great to compose for them," said EyeballNYC composer Alex Moulton. "This time we had two distinct pieces, a men's shoe and a women's shoe, and although the graphic style was similar, I wanted each track to be quite different and to play completely against type. The men's Air Hyper Flight became an '80s synth-pop theme translated into a French house style, which was inspired by the futuristic plastic composite of the sneaker. It looked like a candied apple to me and I wanted the music to have the same sticky sweet feel. The Air Max Specter had a fish-like spaceship design so I tried to complement it with a moody trance melody built over an aggressive 2-step rhythm. Nike loved both ideas, which kept the inspiration flowing throughout the whole creative process."

"Thinking design company" EyeballNYC (eyeballnyc.com) won five awards at the 2001 Promax/Broadcast Design Awards, including: GOLD for Best Self Promotion Reel; GOLD for Sales & Marketing/Point of Sale for Nike, "Presto"; GOLD for 2000 Olympics Nike Promo; SILVER for Millenium/Y2K Promo for "Times Square 2000"; and BRONZE for Music Video for "Oh No!"

EyeballNYC, where collaborative creativity develops ideas in a nurturing environment, transforms inspiration into innovative projects that transcend client expectations. At EyeballNYC ideas provide the illumination, foundation and formation of every project; technology is their tool. For information call Mike Eastwood, executive producer, 212.431.5324.

Client: Nike
Product: Two :60 in-store promotional video display pieces
(point-of-purchase pieces for Nike Town and Nike Factory Stores)
Titles: "Air Hyperflight" and "Air Max Specter"
Production Co: EyeballNYC
Creative Director: Limore Shur
Art Director: Tatiana Arocha
Live-Action: Michael Palermo, Tatiana Arocha,
Junior Designer: Rachel Riggs
3-D Design: Stuart Simms
Editorial: Alex Moulton
Original Music/Sound Design: EyeballNYC, Alex Moulton
Producer: Nina Goldberg
Executive Producer: Mike Eastwood

Page: 1

Related Keywords:Digital Video Editing, Digital Media Net, Nike, EyeballNYC, :60 second spots, Nike Play print ad campaign, in-store video displays, Nike Town stores


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