Imaginary Forces and the Sneaker

I love shoes. As a matter of fact, you might say that I am addicted to purchasing new shoes, perhaps, a shoe-a-holic, if you will. I recently saw a commercial on television for the new Kswiss sneaker, and I though to myself, hey, I have got t o have it! Just as many of us, I am a dupe for great commercials and fall in love with products (especially shoes) from the sleek and persuasiveness nature of them.

I have very recently tapped into the program After effects and have been looking at the Imaginary Forces website. They have done numerous projects such as: film main titles, broadcast design, feature film content, and commercials as well. Every project I look at seems to be a bit different from one to the next. One movie that I really liked was actually a commercial; it was for Nike and their new Air Max Plus cushioning sneaker. The movie has only a couple images. The shoe bounced all around the screen and the shoe could be seen from every conceivable angle. They took its elegantly engineered style of the shoe and emphasized its beauty with a little help from most likely an application such as image ready.

The music went along with the movie as the shoe bounced around with the beat. The color pallet was simply the red, gray, and black of the shoe and the frame was solid white; this is highly effective because again it places all the attention on the shoe itself, rather than a background image or other disturbing colors taking that away. What makes the piece stand apart from others is how the technique of transition and it’s consistency with the radiating parallel lines emitting from the shoe took place. When the shoe moved from one position to the next, lines would shoot out from it and visually this is effective and communicates a clean and unique message.

Nike as a company is a clean and respectable company; I think that this serious, professional, and unique look is highly effective for the commercial because it portrays what the company stands for. Nike is well known for their athletic line and most notably, for their athletic shoes. The nature and vibe the commercial gives off is ideal for what they are trying to portray here, the product and company, appear to be seamless which makes this a highly effective movie and commercial.

After I viewed this commercial off of their website my face light up because Imaginary Forces actually designs content that I really enjoy. When I saw how amazing the shoe looked I thought to myself, I really want that shoe. But, more importantly, I thought what a smooth, appealing, sleek, and clean piece of work. They really did a wonderful job with portraying the shoe, and essentially, really making the advertisement for Nike, and the shoe in and of itself really work.

** IDD 301 **