nike football
the home team of your nightmares.
project overview
We imagined football as a horror movie, pushing the “Scary Good” vibe into a darker, social-first, pop-culture driven direction.
Grit, tension, macabre atmosphere and a deep love for the game.
This is an independent, concept project inspired by Nike’s “Scary Good” campaign.
Not an official Nike Football project.
deliverables
- narrative & storytelling
- art direction
- copywriting
- typography
- motion design
- branded campaign
the output
A visual universe blending analog and digital, with a powerful custom typeface, Nike Football-inspired iconography, and AI as a creative tool for lighting, environments and experimentation.
A concept built to generate hype, identity and interaction.
Football as a spectacle… and as a nightmare.
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.
