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Nike / Cactus Jack — Travis Scott, still from the campaign

Nike / Cactus Jack — Travis Scott

A Willy Wonka-inspired global campaign for the Nike × Travis Scott collaboration, directed by Gibson Hazard and starring Dennis Rodman — full CGI, at a runtime long enough that several studios had to build sequences in parallel and still land as one film.

What I heldMusic
01 Look-dev
02 Boards & key frames
03 Lighting
04 Grade supervision

We developed our sequences end to end in Unreal Engine 5, which is what put that level of visual quality inside the deadline, and delivered them matched to the shared look across the piece.

The films

1:40

Stills

06 frames
A giant sneaker rising out of the snow, a crowd walking towards it
A golden ticket held over a manhole cover in the snow
Dennis Rodman in white, goggles on, at the controls
The cactus factory in wide shot, warm light through the machinery
A tunnel of cacti strung with lights
The factory floor from a rider’s POV, blue and gold

Role

Art Direction

Direction

Gibson Hazard

DOP

Xiaolong

VFX / Production

Abyss Digital

Year

2024

Directed by Gibson Hazard · DoP Xiaolong · CGI by Abyss Digital, with other studios on the wider film