This animation video shows the process of retouching and photography on the Nike Airmax 720 “just go bigger” creative – changing model/colourway. The elements of the original creative where textures allowed for just manipulating colour and density were kept and re-coloured. For the majority of the shoe I had to photograph the new model matching the angle and integrate this by compositing this into the existing creative. I also had to recolour and do some changes to the original background to keep it all in line with the new colourway.
The project was done for the European branch of Nike and withe the London based design agency Village Green Studio. In the end we did four different new models – three of which had to have separate photography due to different textures and materials of parts of the shoe. Village Green Studio also created a new creative which I was involved with the retouching of. Some of these will be added to my DigiSurgeon website soon.
Another step-by-step animation video showing post production/retouching on a project with Village Green for Nike Brand Design – with 3D elements by Ben Koppel – campaign showcasing the jersey designs for American Football NFL (National Football League) – This was an additional activation combining four individual players to create an action group portrait.
Here showing Melvin Gordon (Los Angeles Chargers), Travis Kelce (Kansas City Chiefs), Russell Wilson (Seattle Seahawks), LeSean McCoy (Buffalo Bills).
Step-by-step animation showing post production/retouching on project with Village Green for Nike Brand Design with 3D elements by Ben Koppel – campaign showcasing the jersey designs for American Football NFL (National Football League) – Allen Bernard Hurns – then playing for Jacksonville Jaguars.
Time for an update. A new set of images are being prepared to be shown on the DigiSurgeon website – have a look at the images and a read about them below, and watch out for the “making of animations” and “elements” coming on the website soon.
Last year I had the pleasure of working on a project for USA based Nike Brand Design through the London based design studio Village Green. The campaign was for showcasing the NFL (National Football League) kit for all the teams. We were tasked with creating an atmosphere that would go across all the images and also a treatment for the players and getting some energy into the static images – they wanted a way to show motion and flow of movement. A myriad of ideas were presented and it was a fun process to go through – from the very simple to real extreme treatments were shared with the Nike Brand Design team. The final route that was selected, which involved the use of a 3D rendered effect of the jersey breaking up over the shoulder area in line with the movement of the athlete. This treatment got coined “particle breakdown” and was then carefully integrated with the athlete photography and had additional treatments/effects added to it. Another 3D element was the dust used in around and over in front of the athletes. The main Art Director/Designer at Village Green for this campaign was the brilliant Tom Fearn, and the 3D artist was the excellent Ben Koppel.
In the last couple of years, I’ve been drawn into some exciting publicity work for several of London’s leading museums and galleries. I love all things to do with photography, creative expression and art, so it’s a treat to be part of the team creating campaigns for the latest exhibitions. When it comes to attracting art lovers and visitors, these venues look for eye-catching and compelling visuals for posters, websites and advertising.
Working with Village Green Studio and their fantastic 3D visualisers, who collaborated with the Victoria & Albert Museum to create this theatrical, sumptuous and classy image that featured in their publicity for a new exhibition about Opera in collaboration with the Royal Opera House. From early conversations with the art director, I understood the desire to enhance the 3D imagery to create a rich and appealing canvas of activity but simultaneously draw the eye into certain elements of an otherwise busy picture. It was a nod to the showy costumes of traditional opera with a daring, contemporary twist to attract the attention of a younger audience. I enhanced key elements of the 3D-rendered image and used colour and contrast adjustments to balance the palette of colours ensuring the finished visual created the correct impression flamboyance with style.
I finessed the image for the Barbican’s Film in Focus event. The client’s brief was for a publicity poster, created from the some of the same assets as the promotional video and animation. Sometimes the hardest projects are those that seemingly seek a simplistic look. My challenge was to make it look good with very limited assets. Together with the art director, I was instrumental in selecting the most suitable iris – the core image within the poster. Using my eye for design, I shared my thoughts on the best files to work from and then worked up and finessed the composite image to achieve the right look.
The much-anticipated modernist photography exhibition at the Tate Modern – The Radical Eye – was a similarly a challenging project as the imagery we worked with was so iconic. A hero image was selected for the collection (owned by Elton John) that we all agreed was famous in its own right, but lent itself to some subtle enhancements for the publicity campaign. Balancing the need to remain truthful to the original image and the need to create a fresh feel to engage potential visitors, working with the Art Director we experimented very subtly with colour tints and treatments, and also bringing out a tiny hint of shadow detail on elements you don’t normally see until we were satisfied I had created the desired impression.
Post production / creative retouching on project for Nike Brand Design. Cristiano Ronaldo – Nike Mercurial Superfly CR7 – Forged For Greatness.
The creation of this complex image – see on website here – for Nike Brand Design with the creative design agency Village Green, was completed in early 2017.
With great art direction by the designers at Village Green and the brilliant 3D modelling and texturing by Ben Koppel and Barney Morgan this turned out to be a really good challenge and experience. The animation of the production doesn’t quite do the process justice – we tested many routes with countless combinations of environments and smoke before getting to the final and desired look.
The product version creative of this campaign was also picked up by Sports Direct who created an animation of it for a TV commercial.
I am very happy to announce that the DigiSurgeon website is now live at last. A complete new look which is much easier to navigate and include additional information about the case studies which I hope will be helpful.
Below is an animation showing a simplified build-up of one of the featured showcases you will find on the new website. This specific project was the Nike Aeroswift Football NTK (National Team Kit) launch campaign created by Village Green Studio for Nike Brand Design.