Whether through misdirection, deceptive movement or razor-sharp instinct, football strikers need to be one step ahead of their opponents.
To truly experience this deceptive nature, you have to see how a player thinks. So in our latest campaign for Nike, centred around the new Hypervenom boot, we explore what goes on inside the minds of some of the world’s deadliest strikers.
Working with animation company Buck, we created a series of films and illustrations for the likes of Neymar Jr, Lewandowski, and Kane, each based on an insight true to the player's attacking style.
Our film for Lewandowski is focused on how his game is built around predatory instinct and masterful finishing. His awareness enables him to sniff incredible goals out of nowhere.
What marks Harry Kane out is his ability to create chances for himself. He doesn’t have to wait for the ball to come to him, he makes it happen on his own.
There's no one like Neymar Jr. Famed for his ability to deceive and torment defenders, once he has plotted his path to goal, there is no stopping him.
Featuring mind-bending transitions and non-stop action, Buck created a surreal Hypervenom world comprised of fluorescent colour and masterfully simple line work.
We spoke with Tom, creative director at Buck, about their process:
“When our creative team first sat down to envision the project in our heads, we all kept going back to the original 80's Thundercats intro as a paragon of heroic action and a really creative approach to camera and sets. In addition, one of the principal tenets of this Hypervenom state was to establish the visions inside each athlete's head as a surreal dimension where we could exaggerate images and twist the rules to make the world odder and more ethereal. This is why we gravitated to 2D: it allows you to experiment with characters and imagery in a way that other media have a tough time doing.”
Along with these three animated shorts, we created an unusual, surreal world of images that show how Hypervenom strikers see the game differently.
The campaign is currently running across twelve featured athletes' Instagram, Twitter and Facebook accounts, so keep an eye out.