Nike Gumball Pack— Just Chew it !

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This pack it's all about fun.
We developed a series of animations for new editions of the Nike Air Max React & The Air Max Plus, released on the National Bubble Gum Day.

All content was shared at the stores and on social media accounts of the main Nike retailes: FootLocker, Foot Action and Champ Sports, among others.

This world is based on the combination of two hero elements as the support for the shoe: gum balls and bubbles.

Multi-colored, smooth, candy-coated shapes represent the gum balls. For the bubbles, we have the sensation of air filled, imperfection on the shapes and a variation of thickness transitioning from opaque to transparent.
The enviroments developed are modern reinterpretations of a kids playground, with soft and fun shapes of foam and rubber-like materials.

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Multi-colored, smooth, candy-coated shapes represent the gum balls. For the bubbles, we have the sensation of air filled, imperfection on various shapes and a variation of thickness transitioning from opaque to transparent.

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More from the graphic exploration — Enjoy!

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Credits

Directed by: NotReal

Creative Direction: Valeria Moreiro & Milton Gonzalez
Executive Production: Roberto Connolly
Production Assistant: Joana Cabrera

Art Direction: Valeria Moreiro
Animation Direction: Milton Gonzalez

Design: Luján Borzi, Josefina Llano, Macs Riedel, Sergio Fuego, Valeria Moreiro, Milton Gonzalez
Animation: Macs Riedel, Sergio Fuego, Joana Cabrera, Milton Gonzalez

Lighting & Shading: Valeria Moreiro
Rendering and Compositing: Milton Gonzalez
Modeling: Nahuel Belich & RotoArt

Music & Sound Design: Facundo Capece

Agency: Cinco Design
Client: Nike
Year: 2020