The problem: Showcase one of the most technologically sophisticated pieces of footwear in the world. Sell it to basketball players, both schoolyard and pro, in 30 seconds. The solution: A CG spot crafted by motion design and production studio Royale in which a game controller reassembles itself like a Transformer, becoming the Nike Lunar Hyperdunk 2012+.

This is a shoe that pairs sports technology with sensor-driven gamification. Players can measure key performance metrics like their reaction time and vertical leap, supported by a shoe made of futuristic materials like Nike Flywire and Lunarlon foam.

The Royale spot premiered during the first half of game 5 of the NBA Finals and will soon air globally. Its slogan is “Game on, World.” Choose your court; let’s go.