courtside company
Challenge
Create launch content to build hype for the Nike SNDR relaunch, culminating in a city-based event.
Solution
"Just do it yourself" campaign centred around human first, anti-ai values.
My part
Strategy, Shoot plans, Photography, Theme coordination, Photo editing, Colour grading, Post scheduling, Video shoot direction, Video editing.
Nike SNDR Hero Gif
Outline
Creative London-based agency Breaks provided us with this brief, based off of work they did for Nike's 2024 relaunch of the Nike SNDR (formerly Sunder).
We were to create a city-based campaign to relaunch the Orange, Black and Volt colourways, culminating in a large public event to promote their release.
We landed on Birmingham as our city of choice, as it is full of creatives and people with high aspirations. Additionally, it was the city that we, as a group, had the best understanding of.
the work
CUSTOM SNDR TYPEFACE
The SNDR typeface was our way of ensuring the SNDR sub-brand had its own look and feel. Inspired by the unique elements already featured on the shoe, our new typeface tied graphical elements of our social media content to the product itself, through shape and form.
JUST DO IT. YOURSELF
Our campaign was built upon the spine of our organising principle - "Just Do It. Yourself". This play on the famous Nike tagline encapsulated our anti-AI direction, which was an idea we found was shared by the aforementioned creatives of Birmingham.
Now is the optimal time for brands to pick their side, and examples from Duolingo, Coca Cola or the Milano Cortina Winter Olympics displayed the backlash from the brand's respective audience after they picked the AI-first approach.
SUPPORTING CONTENT
Supplementary content includes our custom SNDR Shoebox, utilising the SNDR typeface, limited edition magazines, and digital/physical stickers.
MARKETING AD - JUST DO IT YOURSELF
Our short MA to support this campaign, following themes of not taking shortcuts, and human achievement. These strongly align with Nike's values, especially championing athlete's hard work and dedication to their sports.
FOOTNOTE
It was difficult to balance the city-centric and complete product relaunch aspects within this campaign, but I think we succeeded - I'm very happy with the work we produced, and we've received feedback that agrees.
I'm especially proud of the video content, as it was my responsibility to come up with its concept and see it through to a high standard of execution. I wanted the meaning to be subtly displayed, but still clear, and I think, with our limited resources available, we achieved this.
I'd like to thank Breaks for providing us with this brief, and the rest of my group who helped to see our concept into reality.
CONTENT PLATFORMS
The above posts are for Instagram, used in organic and paid teaser content.
The content below is for Pinterest, hence the flexibility in their art direction.
EVENT CONTENT
The below images show various elements of "The SNDR" experience, from the design of the event itself, to the "SNDR Custom" kiosk, where users could create their own colourways, similar to the service available on Nike's website.
