Thesis Prototype

NIKE 2015NIKE 2015Magnus Atom . Thesis 1 . Fall 2011 . Sassa PROTOTYPE DOCUMENT

Project SynopsisA product spot for the fictitious Nike Air 2015 sneakers featured in the cult classic movie, “Backto the Future II.” From winning the marathon todefeating space age monsters and robots,anything is possible when you’re wearing a pair of Nike Air 2015’s.

PrototypeStoryboard v1 p1

This was the very first storyboard for the Nike 2015. After recieving feedback it was apparent there were a few major flaws in it’s story and narrative arch. One of the first thing the audience picked up on was the way the protagonist came in to contact with the mysterious shoes. Having the shoes turn into a blob of goo and attaching itself to his feet introduces the shoes in a negative light. We do not want to present the shoes in a slimy/ muddy/ dirty light; rather, it should appear to the character in a way that is as sleek, modern, and futuristic as the shoe itself.


The second issue that came up when presenting the storyboard to an audience was the way the character interacts with each of the antagonists. In this board we see our hero fighting the monsters with sports objects and equipment that he comes across. The intent was to show the ability of the shoes to push ones ability to play sports. However this is not exactly pushing the ability of the shoes, instead the sporty elements come across as an arbitrary one and does not show the power that these shoes would give one, in effect not promoting the shoes. Thepromotion of the shoes in this case takes precendence over any other aspect of the piece.

PrototypeStoryboard v1 p3&4

The third issue that comes up in this iteration of the storyboard is the protagonists reaction after dealing with the second monster. In the fourth panel we see the character tired and out of breath. However, it was suggested that the character should be presented in an enduring aninvincible light when wearing the shoes. The shoes should the wearer a seeminlgy “unlimited amount of strength and stamina.”


After taking much of the feedback from the first prototype into consideration I decided to go back to square 1 and rewrite it while still keeping the same structure and concept. In thisversion the protagonist is shown jogging into the scene and appears tired and out of breath. This is done to juxtapose his strength and stamina to after he puts on the Nike Mags. Another change that was implemented into this iteration was the way the shoes come onto his feet. We decided to make it seem more elegant (and at the same time simplify it) by having the shoes appear on his feet after a blinding flash of light when he opens the box.


In this version of the storyboard it was suggested that the character and narrative be taken out of a linear mode of storytelling where he fights each monster on one avenue. To break up the monotony of this, we decide to incorporate an element of Parkour: a french sport that involves jumping from building to building in an elegent way. In order to make this much more interest-ing we have the character brought up to rooftop level via a building that comes out of the ground underneath his feet.


A problem posed in this scene is that the character is still seen beating his enemies usingoutside elements,in this case a metal pole that is driven through the heart of the robot. Once again it is suggested that the emphasis should be on the power of the shoes and nothing else. It should be the shoes alone that help the wearer tackle giant obstacles.


This version of the storyboard ameliorates many of the problems posed in storyboard v2,however the beginning remains the same. After recieving feedback from the last piece it was decided that the narrative should show a build up into fighting the monsters, so for the first mon-ster the protagonist uses Parkour to run away from from a goo monster trying to cath him.


He is then shown fighting the second monster, which then prompts the suggestion that he should run away from the second one as well. This is dealt with in the next iteration of the boards. It was also decided from feedback that the order of the monsters should be different because both the gorilla and robot seem out of their element and should be switched around.


He is then shown fighting the second monster, which then prompts the suggestion that he should run away from the second one as well. This is dealt with in the next iteration of the boards. It was also decided from feedback that the order of the monsters should be different because both the gorilla and robot seem out of their element and should be switched around.

Thesis Prototype

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