Nakd directs visually arresting piece for Nike Maxsight

Toronto-based design collective Nakd (part of The Ebeling Group) has wrapped a 1:30 promotional piece for the Nike Maxsight sports contact lens from Bausch & Lomb.

The mostly animated film combines 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 action opens on a soccer player standing against a stark white background. Set to an electronic track composed by Cypher Audio, the camera zooms into his eye, which is encased in a dramatic red contact lens.

The action opens on a soccer player standing against a stark white background. Set to an electronic track composed by 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. The closing shots pulls the viewer back and out of the eye of a female tennis player, who smacks a flying tennis ball straight into the camera as the tagline “See Sport Better” appears onscreen.

The hardware/software package consisted of Maxon Cinema 4D, Autodesk 3ds Max, Adobe After Effects, and EyeOn Digital Fusion running on Mac and PC computers.

You can see a :30 of the ad here in the archive.