Nike, Holiday 18
Concept, creative directioN
Delivering against Nike’s seasonal brand position of “Come Out in Force”, we celebrate those coming together to collectively force change: those challenging culture and convention through love of the game, through lifelong work, through bold assertions of identity.
We chose to shoot in Toronto, an expansive multi-cultural city praised for its union of urban sensibility and small town charm. We sought out the neighborhoods that blend more than they separate, to hero individuals joining together to reject the status quo and harness the power of self-expression to create the world they want to live in.
PLACEMENT: NIKE.COM, NIKE APP, NIKE RETAIL
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.