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This video is local collaboration project with NIKE Korea,
particularly NIKE SNKRS HONGDAE store.
The NIKE store is symbolic landmark store for HongDae,
which is known as the most young and artistic neighborhood in Seoul,
because of the existence of Hongik University in this region.
This characteristic makes street sub-cultures highly developed in front of Hongdae street.
As an undergraduate student of Hongik Art University,
my member YoungIn Lee and I participated on this industry-academic project for
re-release of NIKE AIR MAX 95OG NEON in 2020.
The final video played at the NIKE store during the promoting period.
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< OVERVIEW >
#01
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The 1st scene expresses the revival of retro design from 1995.
The frames are rapidly changed from 1995 to 2020
to express the re-release of classic NIKE AIR MAX 95OG NEON model.
The 1st scene expresses the revival of retro design from 1995.
The frames are rapidly changed from 1995 to 2020
to express the re-release of classic NIKE AIR MAX 95OG NEON model.
#02
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The 2nd scene shows the X-ray of NIKE AIR MAX 95OG NEON
to show the color of the sneakers effectively.
The color palette we could use from NIKE was restrictedly limited,
- Neon Green, White, Light Grey, Dark Grey, and Black-
so graphical ideation (like this scene) was the most important process.
The 2nd scene shows the X-ray of NIKE AIR MAX 95OG NEON
to show the color of the sneakers effectively.
The color palette we could use from NIKE was restrictedly limited,
- Neon Green, White, Light Grey, Dark Grey, and Black-
so graphical ideation (like this scene) was the most important process.
#03
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The 3rd scene expresses literally "Air".
Handwriting letters pop like a balloon right after click & drag.
The 3rd scene expresses literally "Air".
Handwriting letters pop like a balloon right after click & drag.
#04
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The 4th scene expresses literally "MAX".
'M','A', and 'X' letters rotate and it also give retro mood.
The 4th scene expresses literally "MAX".
'M','A', and 'X' letters rotate and it also give retro mood.
#05
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The 5th scene delivers the retro mood of NIKE AIR MAX 95OG NEON.
The "95" letters are melting in the middle of the frame,
and the front, top, bottom, left side, right side, and perspective view of the sneakers make the layout of this 'pixelized retro game graphic mood' frame completed by the side.
The 5th scene delivers the retro mood of NIKE AIR MAX 95OG NEON.
The "95" letters are melting in the middle of the frame,
and the front, top, bottom, left side, right side, and perspective view of the sneakers make the layout of this 'pixelized retro game graphic mood' frame completed by the side.
#06
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The 6th scene was shooted with thermographic camera -FLIR ONE PRO-.
The visual concept was 'Runner's High'.
The 6th scene was shooted with thermographic camera -FLIR ONE PRO-.
The visual concept was 'Runner's High'.
#07
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The 7th scene just focused on the layout.
It also gives some text about NIKE AIR MAX 95OG NEON graphically.
The 7th scene just focused on the layout.
It also gives some text about NIKE AIR MAX 95OG NEON graphically.
#08
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The 8th scene shows the 'glow in the dark' characteristic
of NIKE AIR MAX 95OG NEON.
Neon is one of the biggest differentiated point from the other NIKE sneakers, so we make this scene focusing on the high contrast of light reflection in the dark.
The 8th scene shows the 'glow in the dark' characteristic
of NIKE AIR MAX 95OG NEON.
Neon is one of the biggest differentiated point from the other NIKE sneakers, so we make this scene focusing on the high contrast of light reflection in the dark.
#09
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The 9th scene the second layout-focused scene following the 7th scene.
The 9th scene the second layout-focused scene following the 7th scene.
#10
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The 10th scene spreads the message "from 1995 to 2020" once again.
Neon globe graphic also rotates in the background.
The 10th scene spreads the message "from 1995 to 2020" once again.
Neon globe graphic also rotates in the background.
#11
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The 11th scene is densely decorated with retro stickers
(which is purchased at the source market)
to show the fancy vibe of NIKE AIR MAX 95OG NEON.
It was the re-release of mostly same design from 1995,
so it should to be visually more fresh-er in this video.
We tried to show the combination of
1995 design and 2020 vibes in this scene.
The 11th scene is densely decorated with retro stickers
(which is purchased at the source market)
to show the fancy vibe of NIKE AIR MAX 95OG NEON.
It was the re-release of mostly same design from 1995,
so it should to be visually more fresh-er in this video.
We tried to show the combination of
1995 design and 2020 vibes in this scene.
#12
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The 12th (FINAL) scene provides
the front, top, bottom, left side, right side, and perspective view of the physical sneakers images
with retro VCR graphic mood.
It clearly shows the "retro" mood - the given mission from NIKE - until the end of the video.
The 12th (FINAL) scene provides
the front, top, bottom, left side, right side, and perspective view of the physical sneakers images
with retro VCR graphic mood.
It clearly shows the "retro" mood - the given mission from NIKE - until the end of the video.
[ARCHIVE]
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And this additional film is for
archiving of how the video plays
at the real NIKE SNKRS HONGDAE store.
And this additional film is forarchiving of how the video plays
at the real NIKE SNKRS HONGDAE store.