Li-Ning Yu Shuai 14

In order to market the Yu Shuai 14, the latest model in the best-selling series from the Li-Ning brand, the technologies used in this shoe were translated into vibrant imagery. Set within a kind of digital laboratory, the viewer watches as the product assembles itself from sole to shoelace. A new and astonishing 3D image effect is used for each of the shoe’s elements. Thus, the midsole forms itself out of exploding foam balls, while the outer sides of the upper constitute themselves out of transparent rubber reminiscent of glass splinters. The rapid changes in perspective and tempo provide additional insights into various details and convey sporty dynamism.