Nike teamed up with Media.Work Studio to position its Nike Invincible 3 shoes as being revolutionary through a campaign called ‘All The Cushion, All The Feels’ that reimagined the sneakers as being built from marshmallows, pillows and sponges in order to capture its extreme levels of comfort and softness.
The work, which links a playful fiction to a real world benefit, features a range of material – including foam, rubber and marshmallow – to drive home messages about softness, comfort and malleability.
The campaign was a response to a brief based around communicating the how the latest version packs of the Nike Invincible 3 Feels blends elite, functional running technology with maximum cushioning.
According to the agency, Nike asked it to help launch the sneakers by imagining fresh ways to describe the model’s innovative cushioning.
The agency’s response to the challenge was to connecting the playful world and the benefits of reality by presenting multiple ‘pillowy incarnations’ of the trainers which visualise a sense of complete softness, cloudiness and comfort.
The team experimented with a variety of shapes, textures, materials and movements to champion a set of shoe related key words. With super soft materials filling the space, layering, compressing, and inflating, to reveal the features and benefits of the sneakers’ extreme cushioning.
Rolling out ahead of the new running shoes official launch, a hero video and a set of stills with copy such as ‘Feel It To Believe It’ and ‘A Cushioned Experience For Your Feet’ to promote the ‘hidden world of comfort’ under the sole.
The Nike team which worked on the project included Creative Director David Frank, Dani De Carlo, Jack Saunders, Producer Matthew Hutchinson, Designers Jon Reed and Steven Thon, Writer Sydney Bonner and Studio Managers Jen Hartwell and Drew Harrison.
While the agency team at Media.Work included Creative Director Igor Sordokhonov, Art Director Dmitry Ponomarev, Designers Roman Eltsov, Denis Semenov, Sergey Shurupov, Alexandra Vorobeva, Aleksei Komarov, Artur Gadzhiev, Kirill Makhin and Daniil Makhin, plus 3D Artist Lubov Lobanova with post production and VFX handled by Echolab.
Leave a comment
You must be logged in to post a comment.