The latest 3D motion work from Rimantas Lukavicius and the KORB team for Nike finds the Lithuania-based studio crushing symbols and icons from LeBron Jame’s career in a spot for the LeBron XXII shoes releasing this week.

Among the objects virtually destroyed by the new footwear are representations of several of LeBron’s NBA foes including the Toronto Raptors and Boston Celtics, plus the media, the record books, and finally his own age (39 today, 40 this December).
 

“It is inspiring that projects like this that are not only beautifully rendered but also carry deeper meanings and storytelling are still in demand.”

 
Rimantas Lukavicius: “It is inspiring that projects like this that are not only beautifully rendered but also carry deeper meanings and storytelling are still in demand. Thanks to masterminds Michael Spoljaric and Choi Hunwoo at Nike, who came up with such brilliant ideas.

“The technical goal was to make the film look as real as those viral crushing videos circulating online while also elevating the aesthetic side. A lot of experimentation and physics simulations were involved, applying pressure to objects with different properties, such as crushing, squeezing, pushing, fracturing, etc.

“Overall, the product’s slogan ‘Pressure Tested. Pressure Ready.’ makes perfect sense and truly reflects the process behind the spot it as well.”
 
 

 
Client: Nike
Creative Director: Nike Brand Design
Team: Michael Spoljaric, Choi Hunwoo

Production: Korb
Director: Korb

Sound Design: Echolab