LO – 3D Rendered Project

A 3D rendered project I admire is Nike’s 2017 campaign for their Air Max shoes. Nike created a promotional video that uses 3D rendered simulations to give the viewer an impression of how their new Air Max shoes feel and perform. I admire how this project takes advantage of the limitless creative possibilities of 3D rendering to not just show the product, but to leave the viewer with a visceral impression of the product. The gravity simulations of the varied materials definitely rely on different algorithms that calculate the effect of things like tension, gravity, torsion, etc. according to material-specific parameters.

I believe the use of sound, timing, and color are very important in further illustrating the specific qualities of each material presented. The combination of the creative direction of the ad and the suburb rendering quality results in a convincing, persuasive, and practically tangible experience that challenges what 2D advertisement can mean.