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Nike “Shoxploitation” 2005

Nike “Shoxploitation” (2005) is a Nike commercial directed by Todd Mueller for Nike, produced by Psyop. It won one award: Clio 2005 Bronze — Television/Cinema / Animation.

This animated ad introduces four athletes as characters in a stylized, gritty urban world, showcasing their skills and the new Nike Shox Neo shoes.

Video: Psyop on Vimeo

Shot by shot

  1. A blue screen with a horizontal cream stripe displays text about Nike Shoxploitation Technology and a preview disclaimer.© Nike0:00
  2. A stylized animated cityscape transitions to a desolate, snowy landscape with abstract structures and a reflective body of water under a cloudy sky.© Nike0:08
  3. A stylized male figure in dark clothing runs through a subway station, seen through grimy windows with light rays.© Nike0:12
  4. A lone figure stands in a stylized, dark alleyway, illuminated by a bright light from the right, in a hand-drawn animation style.© Nike0:15
  5. Two stylized CG characters, a man and a woman, are dancing in a street as a large truck approaches, in a dark urban setting.© Nike0:22
  6. A male character, Brian Urlacher as Joe Freeze, stands next to a stylized Hummer in a snowy landscape, with text overlay.© Nike0:23
  7. A male figure in a futuristic suit is pulled by a motorcycle across a snowy, icy landscape, with other vehicles in the background.© Nike0:29
  8. A stylized CG animation shows a male character in a futuristic outfit standing next to a custom motorcycle, with text appearing on screen.© Nike0:31
  9. Three stylized animated characters, two men and one woman, dance in a dimly lit bar with bottles on shelves in the background.© Nike0:43
  10. A stylized, animated foot wearing a Nike Shox shoe stomps down, creating a splash, in front of a cartoon bar.© Nike0:44
  11. A stylized, animated male figure in a suit and hat stands center frame, with other figures and text appearing around him on a light background.© Nike0:46
  12. A stylized animated male figure, Gary Sheffield, holds a baseball bat over his shoulder, with his name displayed on screen in a graphic, dynamic composition.© Nike0:49

Stills © Nike. Made by Nike, Psyop and Todd Mueller.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Athletes as stylized action heroes in a gritty animated world.

Tagline: “Style under pressure. Performance with soul. Introducing the incredible Nike Shox Neo.”

hero's journeyurban fantasystylized animationcharacter introductiongritty aestheticsuperhuman abilities

The cut

Length
58 s
Shots
19
Average shot
3.0 s
Format
animation 2d

What creatives use Nike “Shoxploitation” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “Shoxploitation”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A blue screen with a horizontal cream stripe displays text about Nike Shoxploitation Technology and a preview disclaimer.© NikeA stylized animated cityscape transitions to a desolate, snowy landscape with abstract structures and a reflective body of water under a cloudy sky.© NikeA stylized male figure in dark clothing runs through a subway station, seen through grimy windows with light rays.© NikeA lone figure stands in a stylized, dark alleyway, illuminated by a bright light from the right, in a hand-drawn animation style.© Nike
    Frames from Nike “Shoxploitation”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Nike “Shoxploitation” in order, with its length, framing and what happens in it.

    A blue screen with a horizontal cream stripe displays text about Nike Shoxploitation Technology and a preview disclaimer.© NikeA stylized animated cityscape transitions to a desolate, snowy landscape with abstract structures and a reflective body of water under a cloudy sky.© NikeA stylized male figure in dark clothing runs through a subway station, seen through grimy windows with light rays.© NikeA lone figure stands in a stylized, dark alleyway, illuminated by a bright light from the right, in a hand-drawn animation style.© NikeTwo stylized CG characters, a man and a woman, are dancing in a street as a large truck approaches, in a dark urban setting.© NikeA male character, Brian Urlacher as Joe Freeze, stands next to a stylized Hummer in a snowy landscape, with text overlay.© Nike
    Length: 58 s · Shots: 19 · Average shot: 3.0 s · Format: animation 2d

  3. 03Ad ideas: every spot built on a hero's journey

    Before you present an idea, you need to know who has done it, and how.

    Nike “Shoxploitation” is built on a hero's journey. Search the library by idea to see every spot that uses it.

    Aldi “Kevin the Carrot”© AldiChannel 4 “Meet the Superhumans”© Channel 4Philips Cinema TV “The Gift”© Philips Cinema TVEvian “Waterboy”© Evian
    Aldi · Channel 4 · Philips Cinema TV · Evian

More commercials by Todd Mueller

More from Nike

  • Nike "Biomorph" (2012) commercial still© NikeNike “Biomorph” 2012Dir. David Rosenbaum · NikeAICP Awards Honoree 2012

Award-winning sport commercials

Questions

Who directed the Nike “Shoxploitation” commercial?

Todd Mueller directed it, produced by Psyop, for the agency Nike.

Which agency made Nike “Shoxploitation”?

Nike created it for Nike (2005).

What awards did Nike “Shoxploitation” win?

1 awards, including Clio 2005 Bronze — Television/Cinema / Animation.

What is the tagline of Nike “Shoxploitation”?

“Style under pressure. Performance with soul. Introducing the incredible Nike Shox Neo.”

Sources for the credits and awards

web.archive.org