The Challenge
For the Zoom MMW 6 TRD Run campaign, Nike and Matthew M. Williams wanted imagery that described running from the inside. Not the athlete as a picture, but the athlete as information: joints, angles, distances and the path a body draws through space in a single stride.
The Approach
The visual language was built entirely from motion-capture and pose-estimation data. Instead of hiding the technology behind a clean finish, we made the data the image. Coordinates, bounding boxes, trajectory lines and keypoints became the graphic layer of the campaign.
Signal as material
The look sits between a lab recording and an old broadcast signal. Scanlines, moiré, signal loss and chromatic shifts were treated as material, the same way a photographer treats grain or flare.
Process & Outcome
Capture footage was run through pose-estimation models to extract skeletons, joint positions and movement paths. We kept the errors and the jitter, then re-filmed the composites off CRT monitors until the right texture appeared.
The final system delivered campaign stills, motion pieces and social cut-downs from one shared toolkit.
Project Information
Client
Nike × MMW
Industry
Sports
Year
2026
Role
Art Direction, Motion Design, CGI & 3D
Credits
Image Direction & VFX
Munib Anwar
Client
Nike
Brand
Matthew M. Williams