Jay was at home playing with his He-Man zoetrope when a brief for a set of stop motion Nike spots came in. He dropped his dumbbells, downed his protein shake and headed to the studio ready to tear into some photo-realistic 3D Nike shoe renders. The campaign highlights the induction of Nike's 6.0 "Zoom Primo" into the wild world of "Nike ID" (a crazy, addictive land where the user designs the colorway, personalized embroidery, and materials, and Nike builds it) . In addition to the standard options of Nike ID - The "Primo" is one of Nike's first 6.0 shoes where the user assembles the shoe from a menu of performance options, such as customized tread, stiffness, traction and pretty much every other tech spec to aid them in their pursuit of progression. Sold on the customizable performance benefits, Jayson designed a pair specifically to aid his squats.
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