Our latest challenge from the good folk at Nike was to create a charming motion piece to increase awareness of their impressive Reuse-a-Shoe initiative and it's process.
Nike Reuse-a-Shoe takes worn out athletic shoes and grinds them down to create a new material called Nike Grind, which is used to make high-quality sports surfaces including courts, turf fields, tracks and more.
Sweet Crude is the creative collective of Fraser Davidson, Simon Tibbs & Dina Makanji.
Working out of their East London studio, Sweet Crude produce award-winning Motion Graphics & Animation for Advertising, Broadcast & Web.
Having emerged from the fertile creative soil of Mainframe, the gang have many years experience producing high end work for great clients.
Since 2011, Sweet Crude have worked independently for awesome clients like Bupa, Aviva, Channel 4 and Mindshare as well as collaborating with some of the world’s great comedians including Bill Maher, Tim Key and Tim Minchin. The team are also the creative force behind viral internet sensation The Alternative Rugby Commentary, their viral series reaching over 4 million people on the web and countless more on TV sets across the globe.
As well as a raft of individual Promax Awards from Europe and Asia, Sweet Crude have recently produced work for the BAFTA Award winning broadcast of the 2012 Paralympic Games (Channel 4) and The hit TV show ‘The Revolution Will Be Televised’ (BBC, Hat Trick Productions).
The highlight of my professional career. It’s rare for a visual effects company to have an in-house project of this magnitude, but from my previous experience working with Alex Weil on One Rat Short, I knew that the commitment Charlex would make to Shapeshifter would be extraordinary. I was stunned the first time I saw Diana Park's boards. Working with the team at Charlex to bring this project to life in such a free-flowing, collaborative process was an incredibly rewarding challenge -- one that ultimately gave me much more freedom than I could have hoped for.