mixing analogic and digital
We explored freehand iconography and a set of assets to blend the Nike Football universe with something darker and more macabre.
The custom Grit typeface gave shape and power to the campaign's messages, a font inspired by the spirit of sport with a hint of unexpected discomfort.
visual exploration
AI generated imagery helped us give context to the campaign, player portraits, and pre- and post-match environment shots created a coherent and immersive world.
copywriting
The narrative was constructed following Nike's signature tone of voice: direct, provocative, and ironic.
final output
A comprehensive case study that combines creative direction, content production, and visual experimentation to integrate and blend sports with pop culture.
