Nike Human Chain

This Nike ad released this month has an interesting organizing principle–the athletes featured are multiplied and are beholden to a kind of zoetropic logic, working together in sync as though they are variations of a continuous movement along a paper strip.

While it’s not a literal zoetrope like Sony’s Bravia-drome, it nevertheless interestingly structures its action just like a series of zoetrope strips unfurling one after the other (the succession of scenes maintains the same sort of cyclical movement).

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Nike Human Chain

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