What We DID

Thirty-three years ago, Nike introduced visible air with the Air Max, setting new standards by shattering existing ones. For Air Max Day 2020 we highlighted the athletes, artists, and challengers who are doing the same. With the insight of sneaker culture being male dominated and hype driven, we were given the opportunity to create a campaign for Nike x Nordstrom that shifts culture in an inclusive, inspiring and approachable way.

NIKE x NORDSTROM CAMPAIGN
CONCEPT & EXECUTION
CASTING
BRAND DESIGN
VIDEO PRODUCTION
PHOTOGRAPHY
SOCIAL ASSETS & ROBUST ROS

Campaign Insights

While the feminist movement has once again become a constant topic of conversation across many mediums, the words feminist has, historically, gotten a bad rep and come across as exclusive, divisive, hateful and heavy handed. This campaign does empower feminists, but it also goes beyond, and we wanted to utilize a vibrant theme, and a cast of characters with stories that are meaningful and inclusive, to bring our campaign to life.

campaign film

In a fun and vibrant way, we want to give our viewers the feeling of an interconnected network of people who are shifting culture, standing up for the rights of all people and in return advancing sneaker culture for women, LGBTQ and more. Utilizing bright colors and a fun tone creates an inviting environment for everyone to join our journey of building a better future.

casting

INCLUSIVE

Our cast of protagonists and our storyline is diverse and dynamic. We made sure to welcome and highlight protagonists and stories that span all ages, genders, sexual orientations and more. To date this is the first time Nordstrom and Nike have featured a genderless model posing as both male and female in their content and advertising.

nordstrom.com

Featured on nordstrom.com and in emails.

behind the scenes films

MEANINGFUL

The campaign, in all its iterations, is full of meaning and discovery about each individual. Paid off with the editorial and behind-the-scenes, we show how our protagonists are standing up for themselves and what they believe in, all while supporting others.

Social Sharing

FULL OF MOVEMENT

We are breaking stereotypes and shifting culture, and we want to convey that through movement. There is the physical movement of the product from scene to scene, the movement of the protagonists in air (photography), movement of the photography (gif).