Nike LeBron 11: Tunnel

This new spot featuring LeBron James focuses on the construction of his signature shoe with CG from Digital Domain.

The live-action spot shows LeBron making his solitary way to the court preparing to destroy his competition. Aladino Debert conceived the spot and the idea of shoes that snap into place piece by piece, custom-fit to harness the power of the athlete. Working with Digital Domain artists, Debert created the all-CG shoes, finishing them off with a shockwave that illustrates just how much force they enable LeBron to control and unleash at will. A monochromatic palette ensures that the shoe’s bright red colour commands attention, while slow motion and a spare set focus attention on the natural strength, agility and control of the athlete.