The Creative Brief from Nike Asia
Committed to empowering women across the globe, Nike Asia, in collaboration with the acclaimed creative agency Wieden+Kennedy Tokyo, sought to visualize the dynamic energy and aura emitted by women during vigorous cardio exercises. Tasked with this challenge, processing.unlekker.net was commissioned with a unique brief: to capture the essence of women at their most radiant — mid-action in activities such as running, spinning, and martial arts aerobics, with their auras in full bloom.
Capturing the Evolution of Energy: The Three Phases
1. Pre-aura: The Emergence of Energy
Visualizing the initial phase of exertion, the first image, titled "Pre-aura", shows the athlete poised on the brink of maximum performance, with hints of vibrancy beginning to emerge.
2. Full Aura: The Pinnacle of Radiance
In the second image, "Full Aura", the athlete is captured in a state of ecstatic movement, surrounded by an electrifying display of color that embodies her energy and intensity.
3. Pure Aura: The Essence of Vigor
The sequence culminates with "Pure Aura", where the athlete’s figure dissipates, leaving a mesmerizing trail of pure, powerful energy.
The Intersection of Computation and Creativity
Embarking on a journey beyond the usual boundaries of artistic mediums, processing.unlekker.net adopted an innovative computational approach to this project. By first drawing motion outlines manually, these blueprints were then processed using custom software developed with Java2D to fabricate complex Bezier curves and undulating waves of color. The intricate patterns designed to resonate with the movements of the athletes were seamlessly fused with high-resolution photography through meticulous compositing in Photoshop, culminating in a series of images that blur the line between the physical and the digital realms.
Collaborative Synergy: The Minds Behind the Imagery
The campaign's success was underpinned by a joint effort between illustrious industry figures and creatives. Esteemed photographers Guzman of NYC captured the athletes, translating their corporeal forms into stunning visual narratives. The masterful direction by Wieden + Kennedy Tokyo's creative directors John C Jay and Sumiko Sato along with art director +cruz ensured that the project resonated deeply within the Asian market through posters, point-of-purchase adverts, and booklets.
From Vibrant Campaigns to the Travelers' Auras
Just as this campaign captured the radiant auras of athletes in full motion, so too does travel have the power to ignite our inner vigor. Exploring new places, encountering diverse cultures, and embracing adventurous activities rejuvenates our spirits, leaving travelers with their auras brightly glowing. The vibrancy of life is not limited to the ephemeral moments of athletic prowess but is also vividly present in the experiences we collect from each corner of the world we visit. In every sense, travel imbues our being with a pure aura, akin to the women featured in this revolutionary campaign.