Nike, Fall 18: City Ready. City Made.
Building off of Nike’s seasonal brand positioning of “City Fast”, we looked for how city dwellers responded to and molded the environment around them, no matter the speed. Our concept: City Ready, City Made.
We shot in Berlin, a living city fueled by the energy, movement and bold creativity of its inhabitants. A city blanketed in history with a distinct sense of freedom and possibility. Where a new class of international citizens carve their own definitions of culture, style and sport into the fabric of a metropolis, 24/7.
Placement: nike.com, App, Retail
Concept, Creative Direction
Project Context: Repeating four times a year, this body of work establishes a baseline voice through imagery and storytelling that reinforces Nike’s seasonal brand point of view. It is the globally directed “look of Nike” for the season, obsessing product fidelity, style and performance authenticity. Serving 70% of Nike digital and retail channels and partner/wholesale needs.
I lead this project creatively from concept to final execution; including location scouting, creative partner selection, casting, styling direction, production, on-set art direction, selects process, post-production and channel execution.