I. SERVICES

Campaign Strategy
Creative Direction
Design
Production
Post Production

II. BRIEF

We were tasked to dream up an entirely new creative scape and visual narrative to launch Nike Underwear’s Spring Summer '22 campaign across all digital platforms as well as in-store assets with their global retail partners.

III. SOLUTION

To develop a visual system that expressed a playful and fresh direction for the brand. We looked to break the traditional mode of how underwear tends to show up (in the home or in the locker room) and instead bring the outside in through a surrealist execution across live action capture and 3D.

the concept

Our campaign was a playful re-imagination of the Nike Underwear world that engaged our audience in a refreshing and joyous way, setting the tone for the emotional tenor of where the brand is headed. The inspiration is largely inspired by ‘Bringing the Outside In' - fusing familiar elements from the indoors with the outdoors through a surrealistic lens.

The incorporation of 3D adds dynamism and vibrancy, adding an additional dimension to our creative. The end result is a joyful playhouse that positions the product and the brand in a carefree and captivating spotlight.

VISUAL CENTER

Our campaign design system centered in on a textured and playful identity system, which was brought into a broad Visual Center accessible to all global partners for their integration of campaign materials across digital and retail.

For too long the expectation of male athletes was a show of intensity and emotional distance. We are here to reshape this narrative and re-engage our audience in a refreshing and joyous way.

⟵ Outer

Cafe Gratitude ⟶