NIKE: ELITE SERIES SUPERIORITY CAMPAIGN

///

Role: Concept / Design
Produced by: WE ARE ROYALE

KOBE X ELITE

THE CHALLENGE

Nike never ceases to be at the forefront of innovation and refinement. This time a campaign that showcases The Kobe X Elite, The Lebron 12 Elite, and The KD7 Elite all at once was needed. Each of these shoes have their own special characteristics that allow them to be three variations of the ideal basketball shoe.

THE APPROACH

For such a superior set of shoes, highlighting each shoe and its attributes made sense. Light was the driving force that revealed and discovery of each shoe. A flicker of light triggered the reveal. To showcase the product, we elevated it on a prismatic plinth. Each area of the shoe that we called out was highlighted with a sweep of light. 

THE LEBRON 12 ELITE

MY ROLE

I was brought into the project to help visualize the overall aesthetic and how to illuminate each shoe. Based on my earlier concepts, the environment was conceptualized and created. I helped explore and define the design sensibility along with specific elements like the ring light and type explorations for the callouts. 

THE KD7 ELITE

THE OUTCOME

Each shoe was illuminated in each promo video. Like artwork in a museum, the Kobe X Elite, The Lebron 12, and The KD 7 were revealed as top performing basketball shoes.