Nike DNA
Nike DNA is a concept film where AI is the tool, and vision is the driver. A hybrid workflow combined AI image generation, storyboard design, Runway animation, and traditional editing to create a powerful statement: every athlete is born an athlete.
Nike’s DNA is not about imagining the future it’s about embodying it. This concept film reinterprets the mantra “every athlete is born like athlete” through a hybrid AI workflow, merging experimentation with precision.
Challenge
The challenge was transforming abstract brand DNA into moving images without falling into cliché. AI needed to be integrated not as an effect, but as a medium. The goal: create a film that feels both human and machine-made, carrying the energy of sport into a digital-native format.
AI-Driven Storytelling with Hybrid Production
The process followed a precise structure, where AI and traditional techniques merged seamlessly:
Key Frames: Generated with MidJourney to define look and mood.
Image Generation: Other AI models applied to refine specific frames.
Storyboard: Built to align creative flow with brand vision.
Animation: Executed in Runway to give motion to AI visuals.
Editing & VFX: Traditional post-production layered in for sharpness and narrative rhythm.
The project was powered by a hybrid team: creative direction and AI by @gaetanodidio, direction and editing by @lorenzofiale, sound design by @talpahh, and production by Parallelia.
A Visual Manifesto of Nike’s DNA
The result is a short conceptual film that makes a clear statement: AI is not the future of sport storytelling, it is already here. The piece translates Nike’s identity into dynamic visuals, echoing its core belief every athlete is born an athlete.
Hybrid Workflows as the New Standard
The Nike DNA Concept shows how hybrid workflows AI keyframes, generative visuals, Runway motion, and traditional editing can create a new category of brand content. It’s a scalable method: fast, experimental, yet anchored in craft. For brands like Nike, it opens the path to campaigns where identity is not static, but continuously reimagined through AI.
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