Context
This campaign piece was completed as my graduation project in 2022 and Why it still remains in My Portfolio? Because it marks the first time I took full responsibility for creative direction (DA) and production. Despite being a student project, it captures the creative energy I had as I embarked on my design career.
The concept was to celebrate LeBron James's return to Cleveland during the 2022 NBA All-Star Game, through a sci-fi–inspired visual narrative. The goal? Showcase the futuristic features of the Nike LeBron 19 and highlight Nike’s dedication to innovation and athlete comfort.
Approach
From the beginning, I understood that this project was not just about promoting a shoe, it was about honoring a legend and projecting his legacy into the future. Nearly all of the 3D models featured in the video were built from scratch. I imagined a sci-fi world, where the Nike LeBron 19 would remain as a symbol of greatness, a futuristic monument. The concept unfolds through multiple layers:
- Visual Universe: I built a stylized sci-fi cityscape, infused with high-tech lab aesthetics. I personally crafted every detail of the lab scene over the course of a week. It was also the most crucial scene in the entire Nike shoe commercial. I used custom lighting effects to highlight the shoe’s signature edge as if it were under analysis in a futuristic lab elevating it from an object to a revered specimen.
- Scene Construction: The narrative is structured in scenes, starting with a cityscape panorama. Right after that, there’s a seamless 15-second long shot that weaves through elements of a futuristic city, where Nike reveals itself in the environment. It then transitions into material and structural details of the shoe, culminating in a fusion of product and future technology.
- Sound Design: Instead of going for generic sports beats, I selected a fast-paced orchestral score, a deliberate blend of classical and epic to evoke tribute, legacy and forward motion. It also creates a thematic contrast within the soundtrack, and I was pleasantly surprised by how this choice amplified the viewer’s emotional response.
- Production Pipeline: I handled 3D modeling in C4D, texturing using Quixel Mixer, rendering in Redshift, fluid detail animations with RealFlow, motion compositing in After Effects and final audio design in REAPER.
WATCH THE TEASER
Sound is OFF by default - Turn it on for the full vibe!
Sound is OFF by default - Turn it on for the full vibe!
WATCH THE VIDEO
Sound is OFF by default - Turn it on for the full vibe!
Sound is OFF by default - Turn it on for the full vibe!
3D modeling
Production Frames
(Creative process)
SCENE 1 / City Panorama
This is easily my favorite scene. I’ve always had a tendency to open with wide shots, they don't just establish space, they suggest intent. For this project, where the story unfolds in a futuristic world, it felt right to begin with a single, sweeping take that captures the city in its entirety. The goal wasn’t to overwhelm with technology or fall into sci-fi tropes. Instead, I kept it minimal stacked square blocks, arranged with quiet precision. No flash, no spectacle, just a carefully composed frame that hints at scale, order and something bigger beneath the surface.
SCENE 2 / Demonstrating Material and Structural Design
This sequence reveals the core identity of the Bron 19, a focus on material textures and structural detailing, captured through close-up compositions and simulation-driven motion. The edits are fast and fluid, with a particular emphasis on the metallic features that define the shoe’s aesthetic.
SCENE 3 / lab of future
This scene was the most challenging part of the creative process. Building on the visual cues and details revealed earlier, this moment is designed to deliver an emotional release, clarifying the theme and the core intent of the story. At the same time, the Nike logo and subtle glimpses of Bron James also appear briefly throughout the scene. Set in an inspiring lab-like space, everything in the frame is composed to spotlight a single centerpiece: the Nike shoe.
