Nike underwear launch

In March of 2020, we were scheduled to shoot star footballer, Marcus Rashford with Billy Kidd for the fall ‘20 global launch campaign when the world screeched to a grinding halt. This unprecedented moment left us all uncertain about the launch but our deadlines were still real in a rapidly unraveling, and unreal world.

With teamwork, innovative thinking and lots of friends in different places we were able to pull together a small team and successfully shoot our first remote shoot with Jarvis Landry for the launch campaign. The global “Your First Move.” campaign consisted of :15 sec and :60 spots coupled with carousels for social all with all traffic driving to nike.

The concept was to capture the athlete in their pre-game moments; in the morning, or warming up prior to game in a personal way. We kicked it off with a bang, on schedule, with sales exceeding plan, contributing to the rapid growth of the business and to Nike Underwear becoming one of Nike’s biggest licensees!

Role:
Art Director, Graphic Design

Key Contributions:
Art direction, design, scouting, pre- and post- production through to consumer facing

Jarvis Landry, 5X Pro Bowler - First remote shoot done by PVH. Shot in Cleveland by @billykiddstudio + TMG23/PVH

For the campaign concept, we captured the athletes in their first moments of reflection, of contemplation. The pause in in the morning in anticipation of the day ahead, the warm-up before a workout or a game.

Marketing: in-store, packaging, pre-roll, paid media, sponsored posts. Shown below: Campaign images, POS layouts, social carousels, banner ads, packaging and video we created for social and showrooms.