{"id":393,"date":"2020-08-10T02:58:49","date_gmt":"2020-08-10T02:58:49","guid":{"rendered":"https:\/\/hatchet.tv\/?p=393"},"modified":"2025-10-13T18:19:43","modified_gmt":"2025-10-13T18:19:43","slug":"nike-kids","status":"publish","type":"post","link":"https:\/\/hatchet.tv\/index.php\/2020\/08\/10\/nike-kids\/","title":{"rendered":"Nike Kids"},"content":{"rendered":"\t\t
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I love working on projects that balance creativity and clever engineering…and when the team at Instrument<\/a> asked me to help build out a full season of content for Nike Kids<\/strong>, it was an easy \u201coh hell yes.\u201d<\/p>

The creative direction was already strong, but the challenge was scale: dozens of videos, countless variations, and a tight timeline. My goal was to design a motion toolkit<\/strong> that could not only deliver for this campaign but also become a reusable system<\/strong> for future Nike Kids productions.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The project centered on developing a highly dynamic, fully art-directable motion framework<\/strong> inside After Effects<\/strong>, optimized for editing in Premiere Pro<\/strong>. I built a library of animated title and text components<\/strong> with robust control panels. allowing editors and producers to quickly adjust layout, color, and animation behavior without ever opening the project files.<\/p>

Each component was structured using expression-driven parameters<\/strong> that governed typography scaling, timing offsets, and motion hierarchy. The idea was to make the system feel \u201calive,\u201d responsive, and flexible…adapting instantly to new content while maintaining Nike\u2019s kinetic, youth-driven visual language.<\/p>

To extend that flexibility, I also engineered a dynamic illustration system<\/strong> that could fill, recolor, or outline<\/strong> vector and raster art on demand. The kicker: it worked seamlessly across nearly 300 animated assets<\/strong>. This allowed for an incredible degree of creative freedom without manual intervention saving time, minimizing error, and ensuring total visual consistency.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Some of the cool stuff in action:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Nike Kids\u2019 tone is all about energy, confidence, and play<\/strong>, and the motion language needed to match that spirit. I leaned on the principles of anticipation, overshoot, and rhythmic tempo<\/strong> to give every transition and title a sense of physicality \u2014 the motion equivalent of a sprint and a laugh rolled into one.<\/p>

The system was built not just to animate beautifully, but to empower editors and producers<\/strong> \u2014 making motion design scalable and fun. What started as a potential scramble turned into an incredibly smooth process, thanks to a little foresight and a lot of system thinking.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Role:
Art Direction, Motion Design, Video Editing<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

I love working on projects that balance creativity and clever engineering…and when the team at Instrument asked me to help build out a full season of content for Nike Kids, it was an easy \u201coh hell yes.\u201d The creative direction was already strong, but the challenge was scale: dozens of videos, countless variations, and a […]<\/p>\n","protected":false},"author":1,"featured_media":395,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4,15],"tags":[],"class_list":["post-393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motion-design","category-video-toolkit"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/kids.png?fit=1918%2C1076&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/393","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/comments?post=393"}],"version-history":[{"count":10,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/393\/revisions"}],"predecessor-version":[{"id":806,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/393\/revisions\/806"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/media\/395"}],"wp:attachment":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/media?parent=393"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/categories?post=393"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/tags?post=393"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}