Go Mad
Nike
Introducing Nike’s latest innovations: Tiempo and Aero-FIT. Continuing our creative partnership with Nike, FutureDeluxe crafted two hero CG films for the SP26 Go Mad digital experience, bringing these innovations to life through abstract, tactile, and metaphorical storytelling—building intrigue without fully revealing the product.
Aero-FIT
A journey from heat to ice environments, the goal was to showcase Nike’s pinnacle expression of the Aero-FIT cooling technology. The art direction was heavily inspired by Nike’s Go Mad philosophy: bold, energetic, and unapologetically wild. We wanted every frame to feel dynamic, unexpected, and full of movement.
From a technical perspective, the project was built using a combination of Houdini and Cinema 4D, pushing procedural workflows and simulation techniques to create the world. No AI — just pure artistry, craft, and a lot of experimentation.
Leaning into the Go Mad aesthetic, the films embraced bold colour, surreal visuals, and unexpected metaphors to spark curiosity and excitement. Recently rolled out across Nike campuses in North America, Tokyo, and EMEA, the work was presented across a variety of screen sizes—including ultra-wide formats—alongside physical product displays, offering a sensory-driven entry point into Nike Football innovation.
Tiempo
The goal for Tiempo was to tell the story of a boot built for the modern playmaker, where agility, movement, and control are everything. We leaned into a bold, expressive aesthetic, creating a film that felt energetic, instinctive, and slightly chaotic in all the right ways. The visual treatment drew inspiration from vintage VHS footage, bringing a raw and nostalgic quality that amplified the intensity and personality of the piece.
From a technical perspective, the project was built across multiple tools and workflows, constantly blending experimentation with craft. One of the more unexpected moments involved filming our Creative Director’s own cat using a thermal camera, a playful test that ended up making its way into the final edit. Those happy accidents and creative discoveries became a defining part of the process, helping shape a film that feels authentic, inventive, and full of character.
Research and Development
The project began with an intense period of R&D and experimentation. We explored a wide range of visual techniques, motion languages, and creative directions, allowing us to discover unexpected moments that ultimately shaped the final two films. This exploratory phase was key to finding a visual identity that felt true to both the product and Nike’s Go Mad philosophy.
Designed, Directed and Produced by FutureDeluxe
Executive Creative Director: Raj Davsi
Creative Director: Ben Black
Executive Producer: Elise Ford
Senior Producer: Kavita Daggar
CG Artists: Ziyad Abahussin, Yoritomo Shoji, Liam Henderson, Ewan Davidson, Raj Davsi, Olly Johnson
Editor: Raj Davsi
Sound Design: Zelig