NIKE JORDAN WHY NOT ZER0.2

For this project, I acted as CGI artist and art-directed the visual narrative centered around Russell Westbrook’s "Why Not?" philosophy: owning the chaos.

I translated Westbrook’s explosive and unpredictable style of play into a surreal digital performance where the sneaker appears to have a mind of its own. I oversaw the creative execution of the "chaos" sequences, directing how the shoe would twist, morph, and spin to turn its environment upside down while maintaining a sense of precision.

My hands-on work involved the end-to-end 3D process, from building the high-fidelity model to creating the complex textures and dynamic animations that brought this "uncontrollable cycle" to life.

Key contributions

• Role: CGI Artist & Art Direction

• Art directed the conceptual "chaos" sequences, ensuring the morphing and twisting felt intentional and high-energy

• Led the 3D modeling and look development, creating realistic textures that reacted to the sneaker’s constant deformation

• Developed complex animation paths to showcase the shoe "owning the chaos" through gravity-defying movement

• Managed the visual flow between high-speed distortion and crisp, detailed product hero shots

• Collaborated on the technical execution of morphing effects