NIKE – EXPERIENTIAL CAMPAIGN
FOOTBALL X
People don’t believe a football boot is authentic because an ad tells them it is. They believe it when the right people choose to wear it.
So instead of launching Football X with another campaign, we crafted an experience based on 5-a-side matches.
Three pop-up pitches across Melbourne brought together footballers, musicians, artists and creatives before opening to the public.
The result? A launch that earned its place in culture instead of interrupting it.
What I did:
Art direction, Graphic design
What IT influenced:
Leveraged the cultural zeitgeist to ensure authenticity.
Connected fans from different factions to experience their one true passion: football.
Experience design spanned multiptle city locations, including a rooftop, to culminate in a final match at an abandoned warehouse.