The Los Angeles based creative agency, Where It’s Greater (WIG), has teamed up with Nike and Dick’s Sporting Goods to produce a campaign video for the new shoes Nike REACT Flyknit Hyperdunk 2017.
A brand new style, the REACT Flyknit Hyperdunk 2017 was first introduced at this year’s NBA Finals by Dremond Green of the Golden State Warriors, and will officially be hitting shelves at Dick’s Sporting Goods on August 3rd.
Where It’s Greater founder, Dan Hall explains:
“The REACT Flyknit Hyperdunk 2017 features Nike’s REACT technology, which is extremely responsive but also extremely cushiony, so I wanted to create an up-tempo piece in which both attributes were on full display.”
In addition to taking cues from the technology, Dan Hall also drew inspiration from the shoe itself. Seeking to mimic the trainer’s minimalist black and white colour blocking. The commercial was filmed in the Where it is Greater studio and was custom built by Dan and his team, creating a Hyperdunk-inspired basketball.
“The first time I saw the shoe, I immediately knew exactly how I wanted the video to look – the colour palette, the lighting, and, most importantly, the set. It had to be a reflection of the shoe, but also
a great showcase for it.”
WATCH THE COMMERCIAL
The spot was created using WIG’s own Jr. Bolt high-speed Cinebot rig. Talking about the Jr. Bolt, Dan says:
“The Jr. Bolt is a new addition to the Where It’s Greater studio and a
perfect fit for this project, the slogan for the Hyperdunk is ‘Instant Rise’,
and I can’t think of a better tool to visually convey that than the fastest
high-speed camera robot in the world. There is just no other way to do it!”
BEHIND THE SCENES CLIP
For more information on Jr. Bolt contact us
About Where it Is Greater
Where It’s Greater agency is a nimble, concept-to-camera creative studio in Los Angeles, founded by acclaimed photographer, director, and producer, Daniel Hall. Clients include Nike, Beats by Dre, Gucci, Converse, MeUndies, and The National Basketball Association.