A candy-coated CG delight for the sneaker brand's newest collection.
Design & animation studio Not Real developed a series of visuals and animations for new editions of the Nike Air Max React & The Air Max Plus, released on National Bubble Gum Day (yes, it’s really a thing).
All content was shared within Nike stores as well as the social media accounts of the main Nike retailers: FootLocker, Foot Action and Champ Sports, among others.
The world Not Real created is based on the combination of the two hero elements which are the support for the shoe: gum balls and bubbles.
Created entirely in CG, Not Real created multi-coloured, smooth, candy-coated shapes to represent the gum balls, imperfectly-shapen air filled 3D bubbles with a variation of thickness, transitioning from opaque to transparent.
The environments are modern reinterpretations of a kids playground created with a digital set-design approach, featuring soft, rounded shapes in foam and rubber-like materials.