ABOUT

Concept:
This highly stylized commercial campaign was commissioned to celebrate the retail launch of the Nike Shox sneakers for a joint Nike x Snipes European exclusive rollout. Operating under the bold creative slogan, "Not Here To Be Liked," the core visual strategy seeks to embrace the infamously polarizing, unapologetically mechanical, and rebellious Y2K aesthetic of the silhouette—framing it not as a product built for universal approval, but as an icon of subcultural disruption.

Execution:
Produced under Ocurens, the commercial features international football star Eduardo Camavinga. I collaborated alongside director of photography Hugo Carlier to construct a dark, moody editorial texture. We utilized high-contrast lighting frameworks, dramatic perspective switches, and tight tracking movements to capture Camavinga's natural style and fluid kinetic energy. The post-production architecture leverages quick, snapping frames to sync the visual drops perfectly with the campaign's heavy, bass-driven audio design.

Results:
The campaign spearheaded a massive digital and physical out-of-home (OOH) media push across major European street-culture retail hubs. It received heavy praise throughout the fashion-marketing ecosystem for its uncompromising edge, successfully re-establishing a historic performance runner into a mandatory, contemporary lifestyle staple for younger demographic layers.