ART DIRECTION
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NIKE
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KYRIE 5

The first shoe drop for the Kyrie 5 was ‘Black Magic’, and we decided to go with that as a theme for our creative strategy. We depicted Kyrie in an intentioanally lo-fi viral video in which he’s seemingly completing these outrageous tasks in his trianing regimen. The video ended up going viral and inspiring thousands of basketball fans worldwide to try to recereate what Kyrie was doing in the video. Additionally, we created a more traditional athlete campaign to run parallel, which was based on the idea of Kyrie’s electrifying game, so he’s depicted in a way that hints at his quickness. Finally, we had some fun with announcning the new zoom bag innovation within the shoe by creating a character to shed some light it. Artie the Articulated Zoom Bag ︎. Photography and video by Carlos Serrao and Monica May. Footwear shot by Tyler Ashlock. Animations and CG by Korb. Character design by Grand Chamaco. Design in collaboaration with The New Company.