Nike and Sports Direct have teamed up with UNIT9’s director Sean Pruen – to launch the latest football boots in the CR7 range from Nike, available from Sports Direct. 

UNIT9 decided to handcraft dramatic, polygonal ice sculptures of Cristiano Ronaldo in his iconic pose to bring to life the new shoes. Combined with the dynamic lighting, real time projections and mobile screens, everything was shot in camera as the film unveiled the CR7 Chapter 5.

“On set we had dynamic control of all the lighting and the projections, which allowed for lots of creative experimentation on set," said Sean. "Many happy accidents happened along the way that made for a film that went way beyond the storyboards.”