NIKE AF1 – CULTURE OF BASKETBALL: BATTLE FORCE
Battle Force is a celebration of sport and culture, a global event where hoops, art, music and dance all come together. We wanted to establish AF1 culture through the new dimensions of youth culture energy, connectivity and the relevance for Nike as a brand around lifestyle (NSW) and the sport of basketball. We created a ‘moment’ at different territories to enable a platform around the Culture of Basketball through sport, music, art, and dance.
With this, we created an experiential journey of competition, culture, and community – something that accommodated a multitude of expressions. ‘Battle Force’ enabled consumers to participate and put in the ‘work’ to showcase their skills as individuals through the competition of our categories we featured.
Concepted and lead art direction for the campaign journey and visual language for this experience by bringing it to life by campaign material, AV, experiences at the event hosted in 10+ countries through web films to environmental animation to social content.
With this, we created an experiential journey of competition, culture, and community – something that accommodated a multitude of expressions. ‘Battle Force’ enabled consumers to participate and put in the ‘work’ to showcase their skills as individuals through the competition of our categories we featured.
Concepted and lead art direction for the campaign journey and visual language for this experience by bringing it to life by campaign material, AV, experiences at the event hosted in 10+ countries through web films to environmental animation to social content.
Photography: Geo City Photographers
Agency: Odd Fellows
Collaborators: Jourdan Simmonds
Agency: Odd Fellows
Collaborators: Jourdan Simmonds
Analogue meets digital technique
“Expose the Process.” was our creative north star for the season. We went back to the fundamentals of creativity focusing our energy on “the act of making.” We wanted to expose both the process of work and the tools used for making and building. So we took a step out of our computer-comforts and spent our time at BRS Nike studios with canner beds, spray paint booths, laser cutters, and textures of basketball. The result is a hybrid of tactile magic and digital craft brought Battle Force for the season to life.
