James van den Elshout

Nike White Hot

Nike 'White Hot'

I was brought on board by Buck to help out with design and animation of their latest Nike project. Over a few weeks I began designing visuals to be associated with the traits of various classic shoes, produced and edited animatics and worked with the Buck team in Sydney as well as a range of international artists who were collaborating on this too.

For the launch of five classic shoes in perhaps the most classic colorway there is [white], we unlocked the gradient tool and blasted our screens with ramped colors.

Then, we bubbled, we distorted, we deconstructed, ripped, pulled, peeled and revealed the shoes to their pure white on white on whiteness.
— Buck

Check out the full project on the Buck site:


Directed by Buck
Creative Director - Gareth O'Brien
Executive Producer - Erica Ford
Producer - Jordan Howes
Associate Creative Director - Lucas Brooking
Head of CG - Doug Wilkinson
Art Director - Luke Saunders, James Owen
Design - Lucas Brooking, Luke Saunders, William Pietsch, Jason Pamment, James Owen, Jordi Pagès, Nejc Polovsak,
Chris Phillips, Tim Clapham, Josh Edwards, Glen Miralles, Mathijs Luijten, Nicolo Bianchino, Elijah Akouri
Lead Modeler - Elijah Akouri
Shoe Modeling - Greg Petchkovsky, Damien Lam, Ben Shearman, James van den Elshout, David Porte Beckefeld
3D Animation - James Owen, Jordi Pagès, Nejc Polovsak, Chris Phillips, Tim Clapham,
Josh Edwards, James van den Elshout, David Porte Beckefeld
2D Animation - Mathijs Luijten, Luke Saunders
Edit - Mathijs Luijten, Salvatore Scopelliti, Luke Saunders
Lighting/Render - Michael Lampe, James Owen, Jordi Pagès, Nejc Polovsak, Chris Phillips, Tim Clapham
Music and Sound Design - Antfood