Nakd Directs Visually Arresting Promotional Piece for Nike Maxsight

Nakd Directs Visually Arresting Promotional Piece for Nike Maxsight
The Ebeling Group director-designer collective Nakd has rolled out a 1:30-second promotional spot for Nike's new sports contact lens Maxsight from Bausch & Lomb.

The mostly animated piece fuses black-and-white live-action footage with CG to take the viewer on a surreal journey through the complicated inner-workings of an athlete's eye.

The spot, which will serve as a virtual product demo showing the benefits of the sports lens, will be shown at optometrist offices and anywhere Nike Maxsight lenses are carried.

The action opens on a soccer player standing against a stark white background.

Set to an electronic track composed by frequent Nakd collaborator Cypher Audio, the camera zooms into his eye, which is encased in a dramatic red contact lens.

The viewer is taken even closer, finally entering the eye socket and traveling along colorful CG nerves and other circuitry.

An abstract visual kaleidoscope follows of red, orange and green-tinted contact lens that twirl and twist across the screen amidst soccer balls, footballs, baseballs, golf balls and tennis balls, which become noticeably crisper and clearer when passing across the Nike Maxsight lens.