Royale Slamdunks New Launch Spot For Nike Lunar Hyperdunk+ Shoe

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Last Updated: July 10, 2012 10:02 pm GMT
(Los Angeles, California--July 10, 2012) Motion design & production studio Royale was recently tapped by Nike to create a launch spot for the new Nike Lunar Hyperdunk 2012+ shoe, which premiered during Game 5 of the NBA Finals and will air globally. The revolutionary footwear comes equipped with a set of sensors that allows players to measure advanced performance metrics like reaction time and vertical leap.

Featuring the tagline "Game On, World," "Evolve" is an exhilarating :30 glimpse into the technology that goes into this new basketball powerhouse of a shoe. A video game controller deconstructs and begins to reconfigure, its pieces and panels moving intelligently and dynamically. Flywire elements electrify the side of the Hyperdunk 2012+, weaving up and tightening the sidewall of the shoe. Lunarlon cushioning organically evolves from a flat surface, providing an extra layer of support and adding to the semi-transparent, always-active sensors inside the sole. The shoe's ability to elevate a player's experience with the sport becomes visually synonymous with its vertical leap, as it soars into the air.



To view the spot: http://weareroyale.com/#/work/featured/nike_plus

The Nike spot launches on the heels of Royale's 5th anniversary, and yet another big showing at PromaxBDA 2012. Royale won a Global Gold and North America Silver for "Impossible Present," the studio's original CG-animated short film (http://bit.ly/OwRZ0h), and Global Gold and North America Silver awards for its Disney Junior Logo designs.



"Evolve" marks another successful collaboration with longstanding client Nike, a relationship that spans several years and numerous projects together. For this spot, Royale was tasked with highlighting the various aesthetic elements new to the Hyperdunk 2012+, as well as the sensors.

"It was important to capture the benefit of everything together, as one exceptional unit that can enhance your game," says Brien Holman, Royale Partner/Creative Director. "When Nike approached us about this launch spot, we jumped at the opportunity to partner with them again. We crafted a fully CG spot highlighting the Hyperdunk's innovative technology that unites real-life competitive gaming and social media."

"As the flagship product, we had to make the spot exciting, robust and high-tech to emphasize how the shoe will revolutionize and evolve the sport of basketball," concludes Jayson Whitmore, Royale Partner/Creative Director. "This project was not only creatively rewarding, but it also reinforces the trust given to us by the client."

Project: Nike Hyperdunk 2012+ "Evolve"
Client: Nike

Production & Design Company: Royale/Los Angeles
Director: Royale
Creative Directors: Brien Holman, Jayson Whitmore
Art Director: Jonathan Kim
Designers: Jonathan Kim, Juliet Park
CG Lead/Technical Directors: Andy Lyon, Erick Schiele
3D Modelers/ Animators: Juan Carlos Cuandra, Blake Beynon, James Lang,
Craig Christian, Jonathan Feldman, Chris Bariscoff, Casey Hupke,
Wayne England
Storyboards: Brian Koons
Compositors: Dan Blank, Renzo Reyes, Handel Eugene
Executive Producer: Jen Lucero
Head of Production: Danielle Hazan
Senior Producer: Sean Sullivan
Associate Producer: Karla Sylvester

Audio: Echo Labs

About Royale:
Partners Brien Holman, Jayson Whitmore, and Jen Lucero launched Royale in 2007 with an uncompromising mission: be passionate about what you do, find inspiration anywhere, and create a fun, relaxed environment where clients and talent can thrive creatively.

Spanning all aspects of concept creation to execution, Royale integrates award-winning production, design and animation to weave rich stories across all screens, channels and media landscapes.

For more info about Royale, please go to: http://www.weareroyale.com

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