Nike x Matthew M. Williams

Exploring the potential of movement in different visual dimensions

NOWNESS partnered with Nike and designer Matthew M. Williams to create short film Captured Motion. Directed by Thibaut Grevet and choreographed by Leo Walk, the performances, shot in a quarry in Ukraine, follow the footsteps of the isolated dancers sporting the new, cutting-edge apparel, where digital renders and human movement demonstrate seamless shifts between the robotic and the rhythmic. Captured Motion went out on Nowness and was amplified through the Dazed channels.

Results

  • Premiered on NOWNESS in 2018, the capsule launched and amplified across Dazed Media and went on to win silver prize at 2018’s prestigious Lovie Awards.