Nike X Parra
2018
Art direction for the launch of the second Nike × Parra collaboration, celebrating the 30th anniversary of the Air Max 1. A new chapter in one of sneaker culture's most celebrated creative partnerships, the campaign was designed to honour Parra's unmistakable visual language while bringing it to life across every application.
When art meets Air
Moving to the artist's beat
Parra's work has a rhythm all its own. Translating it into motion meant understanding that beat before animating a single frame. Every movement was carefully choreographed to feel like a natural extension of his visual language, allowing the campaign to unfold with the same playfulness, spontaneity and energy that define his work.
Parra's work has a rhythm all its own.
A Unified Vision
From photography and motion design to printed matter, retail graphics, the Amsterdam launch event and the creative direction of the exclusive Patta pop-up, every element was carefully art directed to feel like a natural extension of Parra's work.
By translating one artistic vision consistently across physical and digital environments, the campaign remained cohesive while allowing the artist's unmistakable voice to lead the conversation.
Art direction became less about adding a signature and more about protecting one.
By translating one artistic vision consistently across physical and digital environments, the campaign remained cohesive while allowing the artist's unmistakable voice to lead the conversation.
Art direction became less about adding a signature and more about protecting one.
A natural extension of Parra's work.
Credits
Animation
Artwork
