Global Creative Director, Nike Running: Joe Stitzlein
Senior Designer, Nike Brand Design: Darrin Crescenzi
Project Manager: Heather Mills

XYZ vs. Nike Fuel Band.

Life is a sport. Make it count!

We were asked to create assets for a, yet to be developed, top secret, product for Nike. With it’s global release this week, the Nike Fuel Band will revolutionize how people and athletes will track their day-to-day exercise activities to increase optimal performance.

Since the product didn’t even exist yet we collaborated closely with the Fuel Band team to develop the desired look and feel. Working with the supplied rough product CAD data our 3D team created multiple-angles, lighting and positioning – what we call our Virtual Photo-Shoot.

From these sessions we were able to arrive at the final hero shots, at that point our CG team handed off the project to our retouching artist who supplied the fine-tuning for all the images for their collateral, video elements, print and packaging.

XYZ delivered on all levels to #makeitcount.

Be sure to check it out at nike.com/fuelband. Watch the video on their YouTube channel below to learn more about the Nike+ Fuelband.