A new Nike ISPA campaign, created and produced by Builders Club, sets out to showcase the process behind the unique improvise, scavenge, protect and adapt design philosophy at the Oregon based sportswear giant.
For the launch of Nike’s latest ISPA collection, ISPA is based on a design philosophy originally created by Nike Design Exploration in November 2018, which stands for Improvise, Scavenge, Protect and Adapt.
The product creation basically scavenges through sports’s archive to improvise and adapt protective designs to focus on performance and utility for consumers not focused on a specific sport.
Nike reached out to London-based creative production company Builder’s Club for the launch campaign who created stories for five different products launching in 2020 – four pairs of shoes – the ISPA Zoom Road Warrior, ISPA Overreact FK, ISPA Flow 2020 and ISPA Drifter and one vest garment – exploring their individual narratives in relation to the ISPA stages.
The agency’s approach was to work from briefs from each designer directly and thus the five films have a melange of different styles from hand drawings, low-fi 2D animations, self-filmed iPhone videos to high-fi, slick 3D animations.
For example, the campaign was led by a one-minute 20-second film that takes the viewer on a creative journey through the process of the creation of the ‘Road Warrior’.
The video’s fast-paced edit cuts playfully between footage of the designer as well as a diverse range of visuals that show the humour and stylistic approach for each ISPA stage and moves from low-fi to hi-fi via a range of sound effects and music that juxtaposes cliché sounds (like an elevator jingle) to elevate the comical feel of the film with the design elements.
Merve Kurt, creative producer at Builders Club, comments: “This project was extremely collaborative and exciting for our team. The playful, experimental and hands-on tone for the ISPA world felt clearly set through these films, creating a new visual language for this distinctively individual design philosophy. We find ISPA is much aligned with our own process. Our team tackles design through unconventional and experimental ways of thinking. We loved working with the designers to understand the completely unorthodox methods used to decipher and explore the purpose, design and construction of a shoe – leading to entirely distinctive and disruptive designs. ISPA is bigger than product, it is a problem solving philosophy that can be used to tackle everyday problems, big and small. By loosening the reins on the animation style and allowing for a diverse amount of exploration, it really imbued the work with a humorous, exciting energy and empowered the team to really mirror the designer’s unique approaches.”
Comment:
This feel like a fairly fresh approach to promoting the balance of cool design and light hearted humour – something not particularly common in trainer marketing.
Links:
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Builders Club
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