ABOUT

CHALLENGE:
Develop a unique campaign to place the innovative, self-lacing Nike Huarache Adapt within a lifestyle & fashion context that breaks with usual stereotypes of tech-wear.

APPROACH:
The future is often depicted as cluttered and busy, full of wires and machines - yet the Nike Huarache Adapt tells a story of ease and effortlessness. We saw the campaign as an opportunity to show a more elevated & stripped-down approach to tech-wear, focusing on the pure sensory experience of what’s to come.

We asked ourselves: What does the future feel like?

CAMPAIGN:
The campaign consists of a series of short videos and stills, accompanied by sound-design, that come together to create a digital, audio-visual ‚installation‘. Rather than focusing on the tech-features of the shoe, the visuals are inspired by its sensory triggers: the slow movement of self-lacing, the pulsating lights of the buttons, and the unique sound of the mechanics.

Together with Creative Director Herbert Hofmann, I developed the campaign from a creative standpoint - defining the strategic approach, conceptualizing the idea, and ensuring consistent execution throughout production and post-production.