The Nike Mercurial launch demanded speed, energy, and a sense of controlled chaos — the visual equivalent of the boot itself. Built around breakthrough performance tech and a striking new form, the campaign needed motion that felt as revolutionary as the product.
I was brought in to craft a high-impact edit using a library of beautifully shot footage and 3D assets developed by Man vs. Machine. My role: to push the visuals to their limit — experimenting with single-frame cuts, digital glitches, motion smears, and layered noise to create a kinetic rhythm that felt electric and unpredictable.
The end result was a visceral, fast-cut sequence that mirrored the boot’s precision and aggression — a film that looked like it was barely keeping up with the athlete it celebrated. It was an exercise in embracing imperfection, pushing motion language past polish, and finding beauty in velocity.
The visual direction for Mercurial centered on friction and flow — harnessing digital distortion and hyper-tempo editing to evoke the physical rush of movement. Every frame was treated like an impact moment: flashes of texture, light, and motion colliding in milliseconds.
By intentionally breaking the footage — fragmenting, glitching, and reconstructing it — the piece created a visual metaphor for innovation itself: progress born from controlled disruption.
Short, sharp, and unapologetically fast — much like the product it celebrated.
Role:
Creative Direction, Motion Design, Video Editing
