Nice Shoes

Nice Shoes, Shortlisted in Cannes, Celebrates a Bronze Lion Win - 06.30.2010

Nice Shoes and McGarryBowen: Three Years of Collaboration for Chase - 06.21.2010

Nice Shoes Hires Bowman To Run Design Division - 06.14.2010

Nice Shoes Redefines Red Workflow - 06.01.2010

Nice Shoes Handles Post For Myren's Latest Doc - 05.25.2010

Nice Shoes Delivers Promise In United Nations PSA - 06.07.2010

Nice Shoes Contributes To Unique Polar Bear Club Video - 05.19.2010

Profit-Sharing Model Perfect Fit For Nice Shoes On Hot Indie Films - 05.03.2010

Nice Shoes Spins Out Post For Another Indie Movie - 05.01.2010

Nice Shoes Again Collaborates With Offspring On Ford Campaign - 05.06.2010

Arias with a Twist: The Docufantasy Debuts At Tribeca Film Festival - 04.16.2010

Nice Shoes Expands VFX Team - 03.22.2010

Nice Shoes Makes A Splash With Stella For Mother - 02.23.2010

Arias with a Twist: The Docufantasy to Premiere in Berlin - 02.16.2010

Nice Shoes Hires Travis Taylor To Oversee Sales & Marketing - 02.03.2010

Revamped Nice Shoes Rolls Out Another TD Ameritrade Campaign - 01.19.2010

Nice Shoes Adds Division By Joining Forces With Freestyle Collective - 12.04.2009

Nice Shoes Brings Creative Vision and High-End VFX to the NHL - 11.01.2009

Nice Shoes Color Grades MTV VMAs Promo Starring Britney Spears & Russell Brand - 09.10.2009

Nice Shoes Color Grades and Titles Garbage Dreams - 08.12.2009

GEs Real-People - 08.06.2009

BlackBerry Loves U2 - 07.22.2009

Nice Shoes Colorist Lez Rudge Makes An Imprint On New Spot Promoting Mandela Day - 07.07.2009

Nice Shoes Names Mike Donovan Managing Director - 07.01.2009

Nice Shoes Goes Risqué For Calvin Klein Jeans - 06.23.2009

Aron Baxter Returns To Nice Shoes As New Creative Director - 06.09.2009

Nice Shoes Sponsors Dusty Festival - 05.09.2009

Nice Shoes Makes A Nice Move - 04.16.2009

First Boards Awards Hosted By Nice Shoes - 04.02.2009

"BlackBerry Bullet" Punctures Apple - 03.12.2009

Nice Shoes New York Makes $3 Million Investment in FilmLight Color Grading Systems - 03.05.2009

Colorist Ron Sudul - The Top Five Questions I Get as a Colorist for Nice Shoes - 02.26.2009

Nice Shoes Colorist Lenny Mastrandrea Participates In Mayors Office Panel - 02.02.2009

Nice Shoes Steals The Show With Electrifying VFX For Chase - 01.15.2009

Posted: 11.01.2009 13:21

When the NHL challenged Y&R, New York to come up with three new striking :30s, Belief, Faith, and Hope, using only still imagery from the NHL’s archive, the agency immediately called up VFX studio Nice Shoes to figure out how to get it done. The Nice Shoes creative team pored over thousands of archival player photos to find the most dynamic images. Working with the HD Flame and with multiple Adobe products including Photoshop, Illustrator, and After Effects, they created more than 20 unique looks for the three spots, which focus on the passion and emotions visible in players’ faces. When the first print-outs of stills made it to Andre Mika, NHL’s creative director, he was so impressed that he went to the studio himself to see the entire project in person. “When he saw the work in motion, and in HD on a 60-inch monitor, he was blown away,” said Jay Sienkwicz, Nice Shoes Design Director. With feedback from the agency and the NHL, the Nice Shoes team continued to design and produce the rest of the campaign. Each spot uses four to five striking images of stand-out NHL players surfacing, then receding into a field of black, while stylish typography dips in and out. Nice Shoes also executed the campaign in French for Canadian television. With the recent addition of the creative team from VFX company Guava, Nice Shoes is now becoming involved in projects – like this series of NHL spots – in the beginning stages, as a creative partner and collaborator with the agency. “They came to us with an idea and parameters, but nothing set in stone which is always a dream,” added Sienkwicz. “We’re proud of the work we collectively created and are fortunate to have been involved with such a talented, open-minded creative team.” Nice Shoes continues to innovate as a high-end VFX, design, and color grading studio capable of taking on a multitude of creative challenges. “At Nice Shoes,” said Managing Director Mike Donovan, “we offer a unified vision through the creative gamut of design, visual effects, and Baselight color grading all in one studio.”