Nike’s Chain Reaction

Golden Square spent a long time studying biology textbooks and playing with dolls before they fired up Maya for Nike’s new 90-second film.

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The film Chain Reaction opens on a dark, unlit museum exhibit. An anatomy model stands before us. Slowly it comes to life. We see it is naked, in fact more than naked – we can see through its skin to the muscle and sinew beneath. 
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The muscles contract, the toes creak, the legs start to move and suddenly it’s off, running on the spot as flickering video behind it flashes up warnings about running in the wrong shoes. 
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Suddenly a torch beam cuts through the darkness and everything stops as a security guard comes through the door. His light falls on the dummy’s leg, gently swinging in the dark. It’s wearing brand new Nikes. 
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