All For 1
Nike sought to evolve the storytelling behind their iconic AF-1 silhouette in the triple black colorway for their premier retail partner, Foot Locker. To increase awareness of this narrative I helped launch a digital campaign to unpack a fresh perspective of the notorious blacked-out version of Air Force 1's. Embracing the fringe identity, we sought to shift the paradigm through visual and narrative storytelling, enlisting a trio of profoundly authentic culture conduits.
↓
Positioning the iconic silhouette to be for the "1's" who colour outside the lines — these three are the black sheep that stray from the flock yet Sheppard the masses. The ones who inspire minds, capture hearts and stir souls. The ones who leave their indelible mark on culture, from the well-worn creases in their black leather to the ink placed with purpose and passion on their pads and skin alike.
