Nike | Hyperfeel

A FILM INSPIRED BY NIKE'S HYPERFEEL RUNNING INNOVATION.


I'VE TRIED TO GIVE LIFE TO THIS FLAT LINE, INFORMED BY DATA CAPTURED WHILE RUNNING WITH THE NIKE+ RUNNING APP AND NIKE+ FUELBAND.
THIS IS AN ABSTRACT INTERPRETATION TO DIFFERENT ELEMENTS OF A RUN AND TO COLLECTIVE DATA, 
FROM THE INITIAL BURST OF SPEED, TO A LULLING REST AND SPRINT FINISH.
TO COMPLIMENT THE NIKE+ RUNNING DATA;
THE SOUND AND MOTION EVOLVE DEPENDENT ON THE PEAKS AND TROUGHS OF THE ABSTRACT FORMS THEMSELVES.
ASPECT RATIO IS EMPLOYED TO ENHANCE THE FEELING OF THE SINGLE THREAD,
INTEGRAL TO THE INNOVATIVE NATURE OF THE FLYKNIT UPPER, 
BUT ALSO OF THE RUNNING JOURNEY, FROM A TO B.

MORE INSIGHT FROM NIKE PRESS RELEASE

| CREDITS |

CLIENT
NIKE

AGENCY
INT WORKS

DIRECTOR & DESIGNER
EMRAH GONULKIRMAZ

SOUND DESIGN
CYPHERAUDIO