CHALLENGE
Nike wanted to celebrate the them of dance as part of the launch of their new AF1 series. The challenge was to create a full service campaign to cover social, e-commerce and retail platforms, keeping in mind the Footasylum consumer.

EXECUTION
I saw this campaign as an opportunity to bring creative storytelling to life, so I broke down my concept to cover four key elements: Movement, Culture, Community and Purpose. I needed some serious talent for this shoot so we enlisted a group of breakdancers from across the UK. The breaking community in the UK is a scene in itself so we made sure that the story we told was authentic to both the campaign and to their community.

ROLES
Client: Nike / Footasylum
Creative & Art Direction: Mario Vaz
Production: Nick Gee
Photography: Jennifer Jukes
Videography: Tom Hancox
Styling: Heather Croston
Retouching: Si Shirley
Talent: Anton / Shan / Lauren / Kelvin / Karam