BRAND FILM SPEC
Nike Momentum
Momentum transforms reality. Built for more than human. Speed beyond physical limits.
Selected stills from the project.
Project overview
Nike Momentum is an independent brand-film concept built around the idea that movement does more than carry us through the world. It transforms the world around us. An imagined performance shoe becomes the catalyst for a cinematic run through evolving environments, turning speed, energy, and forward motion into the visual language of possibility.
- Discipline
- Brand Film / Product Design / AI-Assisted Production
- Role
- Concept, Creative Direction, Art Direction, Product & Character Design, AI-Assisted Production, Motion Design, Animation, Editing & Compositing
- Project status
- Independent, unofficial concept featuring an imagined product. Not commissioned by or affiliated with Nike.
The Idea
The film begins inside a holographic training chamber, where performance data, a futuristic runner, and the hero shoe establish a world built around human potential. As the runner launches forward, energy from the shoe activates the environment. A city draws itself into existence, then gives way to elevated freeways and impossible architecture. Each transition pushes beyond physical limits while preserving one continuous idea: momentum transforms reality.
The Process
I conceived the film, designed its narrative progression, and developed the runner, hero shoe, visual system, and key story beats before directing the production through a hybrid AI and motion-design workflow. Generative tools helped create and animate source material, while shot composition, product consistency, pacing, transitions, compositing, and the final visual finish were shaped through extensive hands-on direction and post-production.
01 — Concept & Worldbuilding
Developed the central transformation, futuristic runner, hero shoe, holographic interface, environment progression, camera language, and visual rules that connect the entire film.
02 — AI-Assisted Production
Directed iterative image and video generation for each shot, refining the runner, footwear, scale, motion, environments, and continuity across a sequence of rapidly changing worlds.
03 — Motion & Finish
Built the final rhythm through editing, animation, compositing, tracking, transitions, energy effects, color, and finishing so the generated material plays as one intentional brand story.
AI was used as a production tool within a directed creative process. The concept, product and character design, shot construction, storytelling, motion decisions, compositing, and final finish remained hands-on creative work.
Let’s create something people can’t ignore.
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