AAA
AIR JORDAN 4
WHITE CEMENT
NIKE COMMERCIAL
In this project, through cool visuals, our studio showcases the iconic Nike Air Jordan 4 White Cement. Known for its timeless design and unmistakable silhouette, the AJ4 continues to capture attention of sneaker enthusiasts. Made for peak basketball performance, the Jordans don’t just look exceptional. They are built for action. This model, till this day, stands as the perfect fusion of high performance athletic technology and everyday lifestyle aesthetics.
Creative Direction
The objective was to present the Air Jordan 4 through action rather than a conventional reveal. The shoe is introduced by breaking basketball down into its physical elements and rebuilding it through motion. The focus is on weight and timing. Transformations are driven by force allowing the product to feel connected to the sport rather than isolated from it. The ad is designed for continuity. The full sequence runs for approximately fifty seconds and is constructed with a small number of shots. 70% of the ad unfolds as one continuous camera move.
Visual Narrative & Visual Tone
The film takes place inside a basketball arena in near darkness. The camera starts beneath the hoop and moves toward center court in a sequence of fast steps. With each movement, a portion of the arena lights turns on, establishing scale and rhythm. At center court, the parquet breaks and launches the ball upward. The camera follows with a short delay to emphasize mass. The ball falls back down, is pierced through, and begins to tear apart. Close-up shots reveal the ball separating into its internal layers before fully disintegrating. The Nike logo is introduced through a flashing transition and then rises from beneath the parquet. The camera collides with the logo, releasing particles and initiating a material growth sequence. Liquid forms and solidifies, becoming the base structure of the shoe. The Air Jordan 4 then assembles in motion. The camera rotates around the form while parts fly in with controlled timing. Stitching, laces, and knitted elements form procedurally until the full shoe is revealed.
Visual Tone The palette is built around black and white with warm accents. Lighting is used to guide focus and support long camera movement rather than serve as static illumination.
Process
All simulations were created in Houdini. This includes parquet destruction, sand systems, ball disintegration, logo emergence, particle effects, material growth, Air unit behavior, procedural stitching, laces, knitting, and shoe reformation. Previsualization, asset preparation, and camera animation were developed in Blender. Final rendering was completed in Karma XPU.
The project follows a commercial production workflow where camera, lighting, and effects are developed together to allow for iteration and clear art direction.