Nike

Possibly the largest piece of work I will ever produce, spanning a day long live show, pre-recorded content, Europe-wide IRL events, app functions, promotional advertising and more. Nike approached us back in March with a problem. Sneakerheads love Nike shoes, but due to bots and resellers snapping up all the drops on their SNKRS app, Joe Public were frustrated at copping constant Ls. We pitched and won with an idea that put less emphasis on drop culture, and more on culture drops.The five months that followed could be described as a whirlwind that led up to SNKRS Day.

From 13:00 to 20:30, we went live with hours worth of programming streamed on the app from Nike’s European Headquarters: quizzes, knowledge, panel talks, games and, most importantly, drops.

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This would be interspersed by regular throws over to IRL SNKRS Day events open to the public on the ground in Berlin, Paris and London, where interviews and segments were hosted in each city. We finished with live music streamed from each of our locations.

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In the weeks prior to the live show, we shot 10 different groups of talent from the aforementioned cities as well as Milan. Featuring vintage clothes sellers to DJs to basketballers and bike lifers, each film, stitched into the live show, gave our SNKRS Day audience a deep dive into the unique culture in each city, whilst being united by a love of Sneakers.

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Here's just a couple of these - some of which were even directed by yours truly.

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We built up to the day with weeks worth of editorial content captured on the shoots, as well as animated films advertising the day. This was combined with tactics utilising the app functionality during the event: gesture unlocks revealing sneaker drops stashed in the app and an AR filter that when pointed at the correct target allowed exclusive access to sneakers, sending sneakerheads into frenzy.