NIKE "HYPERFEEL"

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Online film 1:12
Agency:
INT WORKS

Director:
EMRAH GONULKIRMAZ

Animation:
EMRAH GONULKIRMAZ
www.emrahgonulkirmaz.xom

Director/animator Emrah Gonulkirmaz in Toronto: "I have always been fascinated with the development of digital landscapes informed from insights taken from nature. This is my exploration into running with the Nike Free Hyperfeel, manipulating the statistical data from the peaks and troughs of the run -- from quick bursts of speed, to a lulling rest and an all-out sprint finish -- and bringing it to life graphically.

"The main creative challenge was to use captured Nike+ data which reflects results of the running experience. It was easier to design still images towards the approach, but having it in motion was a bigger challenge.

"The technical challenge was I wanted to see the motion in realtime while I was animating the forms. Usually this kind of motion is driven only by simulation, but in this piece it was mostly key animated, which gave me the opportunity to see the result while I'm animating."

Director/designer: Emrah Gonulkirmaz
Sound design: CypherAudio

Toolkit
Softimage XSI