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VAPORMAX (Narrative (Getting up / finding motivation (burst of energy…
VAPORMAX
Narrative
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its all in your head
Defy Gravity, break the barrier
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New
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noticeable
Noticeable
bright, seen and always the star attraction
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for those interested in breaking through the ceiling, the No-Nonsense, the eager, the explosion of energy, those ready and alive, the unpredictable ones, the stand outs
Break through the ceiling we can speak tho this visually compartmentalising the video into a series of barriers to be broken,physical for the shoe, mental for the wearer
No- Nonsense the serious nature of whats on offer, the opportuity at hand, neds to be reflective by serious, moody tones and dark, focused surroundings
Eager twitchy movements in the animation of the shoe, as if its being held back and is eager to move, eager to show its potential
Explosion of Energy bursts of bright spotlights and colour as the shoe / runner / etc breaks through the precipice, a huge explosion of energy, kinetic potential
Alive the use of volumetrics, water, concrete reflections to replicate human scenarios, the idea of exhaustion, breathe and a sense of place through the visual treatment
Unpredictable breaking expectations by breaking through the precipace, the barriers and challenges in new ways, each barrier will be overcome in a new bright and explosive fashion
Standout well use high contrast spotlighting and strobe flash to tease aspects of the shoe, creating a high contrast, almost over-exposed / flash photography feel
Vapormax Colt is the 'Nike air' lines offering to new/recent / beginner runners, looking to purchase their first pair of serious running shoes