Creative Process

The project began by defining the concept and art direction, gathering references ranging from atmospheric photography and jagged mountain peaks to premium product advertising and cinematography. Using AI, I created pre-style frames and, ultimately, a conceptual style frame to conclude this phase. Drawing from this visual universe, the assets were also developed using AI, allowing for the exploration of various shapes, textures, and compositions until a consistent visual language was established.

Once the elements were created, the assets were refined and integrated into a motion design workflow utilizing compositing and camera animation to demonstrate how AI tools can enhance the creative process when combined with art direction and post-production.

NIKE CLOUD

Brief

This project was developed as a conceptual study to explore a new way of representing innovation, lightness, and performance through a surrealist visual language. The challenge was to create a product film in which a Nike sneaker was not merely showcased but "composed" of a natural element. Clouds were chosen as a metaphor to convey a sense of lightness, movement, and freedom values ​​frequently associated with the brand.