Guest Post: James Denman
Guest Post: James Denman // @thekingmob
We all know what Nike can do creatively, it's flare pieces captivate the senses and leave you breathless. But, while we marvel at these grand scale creative executions, it's sometimes easy to forget where the original seed of inspiration lies. The shoes.Luckily the good fellows at 'The Kitchen' (Official title: Nike Sports Research Lab), have been beavering (pun intended) away at their Oregon HQ on the new Hyperfuse shoe technology that will be incorporated into the many of Nike's new products.With a new cutting edge technology or innovation to brag about, most companies would take the route of describing their work in it's purely technical visual language, and translating that with a dry visual palette. Not Nike, channeling influences as broad as 'Tales From The Crypt', the psychedelic smorgasbords of 'The Electric Company' and the musical accompaniment of Shuggie Otis and Henry Mancini, Tales From The Kitchen tells the story of the evolution of Nike Hyperfuse in a way style that lets you know just how awesome this new tech is, but also, just how much fun they had evolving it in the first place.In just two odd minutes, it shows you exactly why Nike are such an inspiring and awesome brand. It's creative thinking, it's urge to test, tweak, explore, dig, and mentally wander, combined with an obsessive attention to detail, ooze out of this little film. Even in a (relatively) small production such as this, Nike gives no quarter to it's creative excellence.And that, is inspiring as you can be.