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Nike & JD Sports
2025


To celebrate the 30th anniversary of the Air Max 95, JD Sports launched a campaign to showcase two variants of the iconic shoe, 'Pink Foam' and 'Psychic Blue'. We were tasked with creating a series of 3D animations for billboards across the UK, each designed to create the illusion of depth using perspective-based animation. This involved crafting a 'false frame' — a visual boundary that animated elements can breach, making them appear to reach out toward the viewer and turning flat screens into immersive, motion-driven experiences.

The campaign required developing animations for a multiple formats, including dual-screen corner displays, as well as landscape and portrait displays, each with its own technical requirements and optimal viewing angles. As part of a team of three, we began with a stock model of the Air Max 95 and adapted it to match the two featured colourways. Using reference photos, we replicated materials, textures, and colours to ensure the shoes looked authentic.

Once our storyboards and previsualisations had been signed off, we produced the master animation for each colourway and then adapted them for display across 16 billboard locations. Each version was individually tailored, adjusting the motion of every element to suit the specific screen format and viewing perspective, ensuring the forced perspective effect landed as intended from the street.
Product look development
Early mock-up
Visualising the 3D effect on a corner billboard display
Animation development
Role: 3D Modelling, Motion Design, Animation, Rendering, Compositing.

Work produced while at Agent Marketing.
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