Shattered glass

Nike gets up close and personal.

Hyper-close footage – the kind that lets you see every minute detail – seems to be all the rage in advertising these days. Nike Amsterdam, with help from New York-based Blacklist and Toronto-based Tendril, has jumped on the band wagon with a new spot to promote its new soccer cleat. This spot is explosive with shards of glass that look so real we flinched a few times afraid it might pierce the screen. This is the type of ad we actually want to see in 3D.


Advertiser: Nike
Client Producer: Els Tau
Client Art Director: Kevin Coatman
Client CD: Eric Duvauchelle
Production Company: Blacklist
Executive Producer: Andrew Linsk
Producer: Nathan Jew, Erik Gullstrand
Director: Tendril
Creative Directors: Chris Bahry, Alexandre Torres
Executive Producer: Kate Bate
Producer: Anne Deslauriers
Music & Sound Design: John Black of CypherAudio
Editor: Steve Manz
Designers: Chris Bahry, Renato Ferro, Luis Guillherme, Vini Nascimento, Alexandre Torres
Textures, Lighting & Render: Brad Husband
Assistant Lighting & Render: Kosta Lavrinuk
Modeling: NoEmotion, Renato Ferro, Vini Nascimento
Lead Animation: Vini Nascimento
3D Animation: Renato Ferro, Vini Nascimento, Ben Pilgrim
2D Animation: Leo Mateus, Andrew Vucko
Compositors: Chris Bahry, Brad Husband, Daniel Luna