Nike
Hyperwarm
Warmth in Action.
Warmth in Action.
Nike
Hyperwarm
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Nike
Hyperwarm
Client: Nike

Project Description

Containing Heat.

Warmth Without Weight has been a mantra of Jay’s workout routine for the past few years. Turns out it’s also a mantra of Nike’s sportswear. The idea of warmth is a huge deal to Nike’s Pro Series Base Layers – the technology locks in body heat while pulling sweat form your skin to help keep you as dry as most seasons in Southern California.

To tease the base layer, we gathered our crew and rolled on a shot put type exercise (which is damn hard we come to find out). Shooting in high speed, we captured beautiful backlit macro shots of the fabric conforming to the body, close ups of the fabric bending to the arms. We then added a subtle cage like graphic element to the shots to insinuate the heat being trapped within. The graphic elements pulse with the heat of the body forming an organic connection.