Nike | Huarache

A campaign for a legacy product, THAT WAS made for a new generation.

SET-UP

The Nike Huarache is one of the most successful shoe franchises in Nike's arsenal. Since inception, it’s stood out and this drop was no exception. Marking one of this biggest innovations in the franchise to date, the Air Huarache Drift and City Low featured a new customizable lacing system that put the design in the hands of the people.

STRATEGY

Aimed to attract the fluid nature of Gen Z, we built a campaign around the custom nature of this product. Like Huarache, Gen Z doesn’t play by the rules. They blaze their own unique path, find comfort in variation, and believe that being different is cool. With a lacing system that changed as far as their imagination could go, this Huarache offered Gen Z the perfect platform for the self-expression they seek.

In this campaign, we celebrate disruption and iteration of self using a collage style treatment. This creative framework was brought to life through films, photography, posters, and GIFs, all of which expressed the product benefits alongside our hero storytellers. The storytelling spanned from digital to retail experiences.

My role included concept development, sell through, strategic oversight during production and post, as well as communications planning across digital and social.

Agency: Conscious Minds

FILMS

MOtion collages

PHOTO CollageS

PRODUCT 360

PHOTOGRAPHY

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