Nike Vintage Vision Launch Campaign
Client: Nike
Year: 2010
Content: Brand, Photography, Motion, Print, Product, Sound
The Warriors developed an image campaign for the launch of the new Nike Vintage Vision eyewear collection. The aim was to create a Look & Feel, which incorporates the collection´s vintage elements and communicates them in an authentic and modern way. Following the motto "quoting not copying", the result is an contemporary interpretation of the 70´s lifestyle.
The picture language makes use of the brand´s current stylistic elements, adapted to fit into an authentic 70s visual framework. Main elements of the campaign are a retro photo series and an image movie in a 8mm style. Both film- and photoshooting were produced under the warriors´ creative direction. Further actions are planned.
Awarded with
Imagefilm
In advance, an international teaser campaign got the specialised trade in the mood for the collection. As an invitation for the trade fair MIDO, 1000 7" vinyl records were sent out in a proper styled packaging. The records hold the campaign´s specially produced songs, which transport the 70s lifestyle to the present. The warriors cooperated with the DJ and producer Ian Pooley.
The enclosed booklet introduces the campaign´s visual world. To not reveal too much, all portraits were taken against the sun with a strong overexposure. Hence, the frames could only be guessed. The photografer was Lars Borges.
The campaign had to be ready by spring, so the production time was winter. But - where to find good locations and enough sun to celebrate the summer? It was a fast decision: The warriors fly to Barcelona.
By mid January, the international production team from Nuremberg, Berlin and London met in the Catalan metropole. Model castings, location scouting, film- and photoshooting - six thrilling and long days with almost perfect weather led to a great, sunny result.