Nike Hyperfeel

Year: 2013
Type: Experimental, Short Film
Client: Nike
Role: Creative Director, Designer, Animator

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The Art + Science of Feeling delves into the essence of the line as the purest form of quantity. This film draws inspiration from Nike's Hyperfeel running innovation, shaped by data from Nike+ Running App.

Nike Hyperfeel / The Art + Science of Feeling
For Nike Hyperfeel, I pitched and directed an abstract film that explored the sensation of running without relying on the literal image of the shoe. Rather than treating the product as an object to be displayed, the direction focused on the feeling it was designed to create: impact, pressure, release, acceleration, calm, fatigue, and the final burst of motion. The film begins from the purity of a single line, a form with only length and flow, then evolves into shifting structures that respond like the body in motion. Inspired by Nike’s Hyperfeel running innovation and data from the Nike+ Running App, the piece translates the running experience into a visual and sonic language of peaks, troughs, rhythm, and tension. The result is a product film where the shoe is never the subject, yet its purpose is fully present: to make running feel more connected, more immediate, and more alive.