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LeBron James Prepares for Victory with Digital Domain



Mothership's new Nike digital campaign for LeBron 11 shoes

LeBron James Prepares for Victory with Digital Domain

HO13, a new film for Nike’s LeBron11 shoe premiered yesterday online. Mothership Director Aladino Debert and Digital Domain 3.0 reunited with Nike to create this :45 piece titled “Tunnel” starring LeBron James.

The live-action spot shows LeBron making his solitary way to the court preparing to destroy his competition. To do so he is equipped appropriately, with the kind of self-forming armor any modern superhero would have – his new LeBron 11 shoes. Debert conceived the spot and the idea of shoes that snap into place piece by piece, custom-fit to harness the power of the athlete. Working with Digital Domain artists, Debert created the all-CG shoes, finishing them off with a shockwave that illustrates just how much force they enable LeBron to control and unleash at will. A monochromatic palette ensures that the shoe’s bright red color commands attention, while slow motion and a spare set focus attention on the natural strength, agility and control of the athlete.

Debert said, “LeBron actually seems like a supernatural being all on his own. It was so logical to depict him as a superhero; to capture that raw power and have some fun with it in the CG realm.”

“Anytime we work with Nike it’s a great collaboration,” said Rich Flier, President of Digital Domain’s Advertising & Games division. “They know what they’re looking for, trust the creative that we bring to them and work together with our teams to make something really high-impact. We enjoyed the opportunity to work with LeBron – he’s an amazing presence.”


Spot title:                             NIKE “HO13”:
                                                LeBron 11 “Tunnel” :40
Directors:                             Aladino Debert
                                                Patrik Giardino
Product:                                NIKE LeBron 11 (Dark Loden & Away)

Client (direct):                      NIKE
Dina Worley                           Producer
David Creech                        Creative Director
Corey Stephens                    Art Director
Kristen Shenk                         Designer
Rebecca Parker                     Designer
Visual Effects, Animation and Editorial by: Digital Domain
Rich Flier                                  President, Advertising and Games
Scott Gemmell                         EP/Head of Production, Advertising and Games
Tiffani Manabat                       Senior Producer
Aladino Debert                        VFX Supervisor
David Ziek                               VFX Producer
Alex Michael                           VFX Coordinator
Lee Carlton                             CG Supervisor
Greg Breitzman                      Animator
Alfonso Alpuerto                    Animator
Adrian Diamond                     Technical Director/Rigging
Daisuke Nagae                       Digital Artist
Gideon Vandergrift                 Digital Artist
Ken Jones                               FX Artist
Rafael Colon                          Compositor
Matt Smith                               Compositor
Dan Akers                               Compositor
Michael Lori                            Data Integration
David Wilson                          Roto/Paint
Cody Williams                        Motion Graphics Artist
Nick Lloyd                               Concept Artist
Colin Woods                          Editor  
Jeff Heusser                           Flame Artist
Production Company: Future Line Entertainment
Emma Cameron                       Producer
Music Design: Massive Music
Nate Morgan                           Composer (“Tunnel”)
Chris James                            Composer (“Lion”)
Tim Adams                              Creative Director
Scott Cymbala                        Executive Producer    
Sound Design/Final Audio Mix: Soundwell
Dean Martin Hovey                Sound Design/Founder        

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Digital Domain, Fri, 01 Nov 2013 11:14:29 GMT