CHALLENGE
To launch a hyper-local campaign for the release of the Nike Shox for Footasylum.

EXECUTION
How do you create a hyper-local campaign for the UK’s biggest urban cities within one shoot? By digging deep to understand the consumer behind the product. Aesthetically, the Nike Shox silhouette has a always had affinity with UK grime culture - a culture that is hyper-local. I wanted to bring this aesthetic to the shoot through location, styling and rollout. The styling of each model complimented each type of Shox (the R4 & the TL), while the locations were a reference to growing up in grime as a culture. Whether that’s busting your favourite riddims at the back of the bus, jamming in the town centre market or chilling on the block.

ROLES
Client: Nike / Footasylum
Creative & Art Direction: Mario Vaz
Production: Nick Gee
Photography: Jennifer Jukes
Styling: Heather Croston
Retouching: Si Shirley
Models: Ayo / Jazzie