© by Nowness
For their latest creative collaboration, Nike challenged film director, designer and dedicated jogger Carl Burgess to artistically interpret the exhilaration of running. The shape-shifting globe that appears on NOWNESS is his answer. Burgess traversed London for the mission, recording the sounds of his journey and documenting its underfoot visuals with his Canon 5D. »We had the essence of the run in data and I wanted to bring it to life,« he explains. Burgess added vibrant colors and topographical embellishments to digital 3D renderings of his photos. He then timed the rotation of the spherical collage to the fluctuating speed of his run, as measured by Nike+ technology that analyzed the athlete's pace through a computer chip in his shoe. »When you go on a run, your mind wanders. You forget where you are. I wanted to show that,« Burgess says of his swirling psychedelics. It's not the first time he's harnessed digital manipulation for innovative results: the former art director for digital agency Hi-ReS! amassed a cult following for his 2010 video for Ratatat’s »Drugs,« which tweaks stock footage of actors with forced promotional smiles sourced from Getty images.