Swanson Studio produced still and motion assets for the launch of Nike’s Pegasus 41, a running shoe designed to help preserve a runner’s energy through more efficient performance.
The work translates that idea into a charged, tactile visual language, using practical effects to physically interact with the product in-camera.
A handheld Tesla coil was used to generate real electrical arcs, singeing laces and interacting directly with the shoe to create a sense of energy transfer and impact.
All effects were executed practically on set, avoiding CG and VFX in favor of in-camera experimentation to achieve a raw, immediate result across both still and motion.
Photographer / DP: Tyler Ashlock
DIT / Camera 2: Cameron Smith
Camera Assist: Sam Ortega
1st Assistant: Cameron Briggs
Producer: Wendy Bryant-Giles
Editor: Evan Schafer
Retoucher: Jolene Taschner
Product Stylist: Todd Templeman