Retail Campaign Graphics for Nike
Client: Nike
Agency: Tether
Sector: Apparel
Role: Concept, type design, image treatment
Challenge
Nike needed large-format graphics for the youth sections of retail. The brief was to combine images of young athletes with images of professionals to capture the aspiration in youth sports.
Solution
Aspiring youth athletes don’t just watch professionals. They see their own potential. They’re not just comparing, they’re transforming.
I created a treatment that mimicked putting photos through a paper shredder and reassembling them, interlacing the strips and playing with transparency to suggest the transformation from youth to professional. The rhythm of the lines and repeating elements gives the static images a new energy.
Once the image treatment was approved, Nike asked for a type treatment of the campaign line “Human to Super Human” locked up with the swoosh.
