IDD 400 Analysis of 'Air Zoom Generation - Nike'

This week I took a look at EyeballNYC's 'Air Zoom Generation - Nike' commercial. The commercial uses only 4 stills that Nike gave them plus a their white background that they created that looks boxes or walls, plus the 3D shot and effects on the rotating shoe that they are advertising. The 4 shots are of the young basketball star LeBron James. Some of the effects that are seen are currently beyond our level, however, there overall movement and of the camera seems to be something that could be figured out.

There is a lot of movement to the beat of the music. A lot of the movement is a back and forth, side to side, and zooming around the environment that they created. The movement is very quick and things are often being blurred and put in and out of focus as they are moved. It doesn't stay on any one shot for a very long period of time. The longer shots often have a rotating shoe, but even the movement of the shoe is jerky and get put out of focus while some text comes up to say some of the features. With it setup properly and most likely with a plug-in within After Effects to accept 3D environments created in other programs, the 3D cameras could have been used to create the movement. The shoe and environment has a 3D feel to it but it is quite clear that the photos of LeBron James is two dimensional and very flat. I feel like they are those life-size cardboard cutouts often seen at fast food restaurants.

Within the background there is a lot of movement as well. The walls are changing color and appear to move up and down along with the beat of the music. Red and black bars can be seen moving up and down and along the walls taking their own path during the movement throughout the environment. Sometimes the photograph is placed onto the walls or even a silhouette of James in the background. Never is the entire scene completely in focus. There is something always out of focus and moving very quickly.