“mathematicians do not deal in objects, but in relations between objects; thus, they are free to replace some objects by others so lone as the relations remain unchanged. content to them is irrelevant; they are interested in form only.” -henri poincare
in collaboration with nike, ceft and company helped create the platform, visuals and the design for a series of images featuring heptathlete morgan lake along with highlights from nike’s fall collection featuring model oda nordengen. styled by zara zachrisson and photographed by paul jung in new york.
nike’s original patterns taken from select apparel in the latest collection.
“designed for the body in motion”
“sequential motion is the key principle in understanding the science of kinetics. nike womens fall collection empowers women with the latest technology by looking at movement as a canvas for creativity and an impetus of innovation. scientific data, performance insights, and an acute focus on style are the building blocks for creating footwear and apparel that enable and motivate women to succeed in their quest for physical excellence...”
heptathlete morgan lake.
“the forces of gravity, along with the movement of your body in a specific spacial plane, creates a structural path that is architecturally graceful and visually intriguing. by recording the coordinates of heptathlete, morgan lake, in motion, we are able to create architectural patterns formed by the position and alignment of her movement through space…”
“morgan lake’s signature high jump demonstrates the physical torque an athletes body goes through in order to achieve such heights. the movement of her body creates an invisible cocoon within the boundaries of the space in which she travels through. these kinetic formations celebrate the extraordinary capabilities that a womens body is able to achieve.”
ref. the initial inspiration behind ceft and company’s direction for the body in motion
another of nike’s original patterns taken from select apparel in the latest collection.
the work here, created for nike inc. based in portland, oregon is also featured on nike news website where the images come to life through animation and close up details of the product key features. the press is given access to the visual intended to be used to support the launch of the women’s collections. view all work for nike.
