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Rosie Lee

Core disciplines: Advertising/Creative, Brand Activation, Branding / design, Innovation/NPD/Service Design

 

Nike x Size? x Dave White Air Max 95

City meets country in Size? stores.

The 3rd collaboration between Nike, artist Dave White and Size? was markedly different from their previous work, for the first time applying countryside visuals from Dave’s artwork to the Air Max 95. We were asked to showcase their new shoe in-store and online, providing creative direction and accompanying assets.

 

 

Our creative drew on the interplay between his fine art and the urban origins of the Air Max 95, displaying the evolution in Dave’s creative approach.

 

 

Our relationship with Dave allowed us to tell the story of the collaboration in a personal manner, exploring the history of his and Nike’s previous work together through digital content and physical experiences.

 

 

Behind-the-scenes photography and a documentary film featuring an interview with Dave and Paul Ruffles (Size? Brand Director) gave Nike fans a unique and authentic insight into the making of the shoe.

 

 

Impactful product photography and box art exploited the visual dynamism of his designs.

 

 

Dave’s paintings served as the centrepiece of our retail activations, with window graphics and shop-floor easels displaying his work.

 

 

The shoe sold out at all stores worldwide within days of launch, making it one of Nike and Size?’s most successful launches ever.

 

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