Client. Nike / Role. Design Director.
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This video is a mix of the media material used on this project.
The entire media material for this campaign was created by Builders Club, AKQA, Nike and R/GA and artist Fabian Oefner.
The Nike Innovation in Progress design system aims to showcase the brand's continuous commitment to product innovation across different generations of shoes and gear. The project highlights the progression of Nike's design philosophy, technology, and materials, showing how it connects across time and generations using Nike digital channels as platform.
Digital design system for Innovation in Progress gear and shoe collection.
Nike collaborated with various agencies and artists in the development of media for this project.
As a team, our initial focus was on establishing a cohesive narrative thread that reinforces the concept of connection throughout the material.
We leveraged the four collection posters to craft an engaging Instagram Story thread, compelling users to delve deeper into the details of each product.
To enhance engagement, we zoomed in on these posters, unveiling intriguing facts about each element.
Lastly, we incorporated interactive elements to infuse an element of enjoyment and interactivity into the experience.
To extend the system's reach, we devised various pathways for users to discover the products. This ensures that even if a user missed the IG story thread, they can still access the products through alternative channels.
For IG Reels we went with the Behind the Scenes process of the artist Fabian Oefner, who created amazing sculptures of the shoes.
The idea of connecting pieces was genuinely translated into this sculptures.
The end result showcased how the various channels acted as connectors for the diverse art forms created within this project. It beautifully symbolized the connection between generations that, while distinct, shared similarities and common threads.
R/GA Team.
Andrés Silva (DD) Siavash Kasha (CD) Paz Roberts (VD) Virginia Saldano (MotionLead) Juan Manuel Valdes (MD) Gabriela Canale (P) Ally Jhonson (P) Ren Hom (C) Michael Taylor (ACD) Teddy Black (CS) Alexa Rosato (P)