AIR INNOVATION SUMMER 24

The Misson

Nike’s new AIR footwear line, released for the 2024 Olympics.

The goal was to celebrate a new chapter in Nike’s innovative AIR product line, and how the redesigned airbags will achieve new performance benefits for Olympic athletes across a variety of sports at the games.

Product x Innovation Design

The Opportunity

Create a direction that is all in one - innovation showcase and a fresh nod to the evolution of the product. With focus to create lust for product backed by story and lineage.

Critical Thought - Treatment

TREATMENT - FASHION EDITORIAL

Stylized yet strikingly vibrant tones, rich blacks, heightened saturation, and a slight visible grain. I want to honor the differences in the different capture styles.

Macro Dramatic

Rich black, dramatic contrast

Vibrant color,

Slight visible grain for a filmic look

Filmic
Grain

Rich black, dramatic contrast

Vibrant color,

Slight visible grain for a filmic look

Filmic, Vibrant, Dreamy and Dramatic showcase of product, while staying consistent with the clarity and poise of imagery. To do this, apply a 10-15% Fine Film Grain to capture the texture and usher in an editorial vibrance.

The plate

Color Plate direction was taken straight from the source. Using color from product while unifying with photo direction, applying a dramatic 20% fade gradient.

Critical Thought - shot list

In addition to treatment, I wanted to add some variants and clarity to the shot list. Showing and giving personality to the product while also creating lust and dynamic capture range.