Antwerp-based designer Rizon Parein has created an intricate neon light installation for NIKE’s new #sejamax (be max) campaign in Brazil. The promotional material also includes three different CGI ads. The posters feature pro-footballer David Luiz, world-renowned surfer Pedro Scooby, and beach volleyball champions Maria Clara and Carol Salgado.

‘It took two non-stop weeks for the modeling – building and bending the tubes,’ explains parein. ‘I wanted it to be as believable as possible. The image of the little pieces sitting atop the mirror – these are the details that make all of the difference,’ he adds. The Sejamax campaign will introduce the arrival of two special NIKE collections: NIKE air max glow in the dark and NIKE air max reflective.

http://www.designboom.com/design/%E2%80%A8rizon-pareins-neon-light-installation-for-nike-sejamax-campaign-12-28-2013/