Royale takes a voyage through the design and execution of a hoodie in Inside the Innovation, a new spot for Nike.
Digital design studio Royale recently created a new short film, Inside the Innovation, for longtime client Nike that takes viewers on a fantastic voyage through the design and execution of a hoodie. The short film depicts the entire process, from threads being woven on a high-tech, circular-knit loom to the final garment’s perfect fit.
Royale’s team of CG artist built the entire garment in 3D, enlisting Softimage's ICE to animate hundreds of thousands of threads along the surface of the CG fabric.
“Nike wanted a piece that shows how an equal amount of technology goes into building its street wear as does its footwear,” said Brien Holman, ECD/Partner at Royale. “The actual process of creating such a lightweight fleece is what we wanted to focus on. We built a CG loom that would realistically spool hundreds of thousands of threads into one piece of fabric. The Tech Fleece Hoodie is constructed within this loom, giving extra attention to the elements that make it unique.”
The spot is running online at sites such as YouTube and throughout Nike’s media channels, including the brand’s retail store screens, outdoor media and Nike.com.
Royale’s effort supports the launch of the Nike Tech Pack: Tech Fleece debut Fall/Holiday 2013 Collection, now available at Nike Sportswear retailers and Nike.com. Tech Fleece evolves the fit, feel and function of Nike’s most iconic sportswear silhouettes--such as hoodies, crewnecks and zip-up sweaters--to the fabric.
Jennifer Wolfe is Director of News & Content at Animation World Network.