We partnered with Nike to create a visual to accompany their look book and marketing for the NIKE AIR 2015 A/W collection, to be used on digital channels and in-store.
The brief was to mirror the visual style and atmosphere of the U.S campaign, but with new Chinese icons. This meant black and white, high contrast and making the players as heroic as possible.
The campaign included China’s biggest basketball player, Yi Jian Lian and selected new stars from China’s national team.
We had limited time to shoot around the photography campaign, so it was all about capturing candid moments, and, because there’s no voiceover, representing the player’s personalities visually.
To create the stoic, ‘bigger than the game’ atmosphere, we used portraits, low angles and slow motion.