{"id":430,"date":"2019-08-24T03:20:33","date_gmt":"2019-08-24T03:20:33","guid":{"rendered":"https:\/\/hatchet.tv\/?p=430"},"modified":"2025-10-06T23:38:10","modified_gmt":"2025-10-06T23:38:10","slug":"nike-mercurial","status":"publish","type":"post","link":"https:\/\/hatchet.tv\/index.php\/2019\/08\/24\/nike-mercurial\/","title":{"rendered":"Nike Mercurial"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"430\" class=\"elementor elementor-430\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-65e2ff1 e-flex e-con-boxed e-con e-parent\" data-id=\"65e2ff1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a113268 elementor-widget elementor-widget-text-editor\" data-id=\"a113268\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"387\" data-end=\"654\">The <em data-start=\"391\" data-end=\"407\">Nike Mercurial<\/em> launch demanded speed, energy, and a sense of controlled chaos \u2014 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.<\/p><p data-start=\"656\" data-end=\"1002\">I was brought in to craft a <strong data-start=\"684\" data-end=\"704\">high-impact edit<\/strong> using a library of beautifully shot footage and 3D assets developed by <strong data-start=\"776\" data-end=\"795\">Man vs. Machine<\/strong>. My role: to push the visuals to their limit \u2014 experimenting with <strong data-start=\"862\" data-end=\"935\">single-frame cuts, digital glitches, motion smears, and layered noise<\/strong> to create a kinetic rhythm that felt electric and unpredictable.<\/p><p data-start=\"1004\" data-end=\"1304\">The end result was a visceral, fast-cut sequence that mirrored the boot\u2019s precision and aggression \u2014 a film that looked like it was <em data-start=\"1136\" data-end=\"1155\">barely keeping up<\/em> with the athlete it celebrated. It was an exercise in embracing imperfection, pushing motion language past polish, and finding beauty in velocity.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8742ac8 elementor-widget elementor-widget-video\" data-id=\"8742ac8\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/352985299?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\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<div class=\"elementor-element elementor-element-d570f26 e-flex e-con-boxed e-con e-parent\" data-id=\"d570f26\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4a81163 elementor-widget elementor-widget-text-editor\" data-id=\"4a81163\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"1340\" data-end=\"1620\">The visual direction for <em data-start=\"1365\" data-end=\"1376\">Mercurial<\/em> centered on <strong data-start=\"1389\" data-end=\"1410\">friction and flow<\/strong> \u2014 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.<\/p><p data-start=\"1622\" data-end=\"1812\">By intentionally breaking the footage \u2014 fragmenting, glitching, and reconstructing it \u2014 the piece created a visual metaphor for innovation itself: progress born from controlled disruption.<\/p><p data-start=\"1819\" data-end=\"1899\">Short, sharp, and unapologetically fast \u2014 much like the product it celebrated.<\/p><p>Role:<br \/>Creative 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":"<p>The Nike Mercurial launch demanded speed, energy, and a sense of controlled chaos \u2014 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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":431,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,4],"tags":[],"class_list":["post-430","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-direction","category-motion-design"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/mercurial_featured.png?fit=3816%2C2140&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/430","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=430"}],"version-history":[{"count":10,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/430\/revisions"}],"predecessor-version":[{"id":776,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/430\/revisions\/776"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/media\/431"}],"wp:attachment":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/media?parent=430"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/categories?post=430"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/tags?post=430"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}