CLIENT: NIKE ULTRABREATHE
In this campaign for Nike’s Ultrabreathe line of sports bras, 9iFX was brought in by the folks at Blue Ox Films to create a trifecta of animation modalities; providing 2D motion graphics, 3D cut scenes, and even some stop motion animations of the individual pieces that comprise a bra.
CONCEPT
Nike’s Ultrabreathe sports bra campaign aims to tackle the issue of “boob sweat” by highlighting the functional benefits of its new sweat-wicking fabric technology. The campaign takes a playful and lighthearted approach while showcasing the product’s features, emphasizing the importance of comfort and functionality for women’s sports apparel.
PROCESS
We used 3D animation to create fabric and liquid simulations to illustrate the functionality of the fabric on a deeper level- thinks like sweat wicking, and stretchability. We provided onset supervision to set the stage for stop motion animation for the individual components that are used to make up a bra. And finally, we used motion graphics and title animations to add words, highlighting key features & styles.
CONCLUSION
The end result is a fun, quirky campaign that takes a pragmatic, no-nonsense approach to promoting a tool that could end the pain and suffering of people everywhere who are experiencing boob sweat. It’s a veritable smorgasbord of animation glory that tells a unique brand story.