Nike x Metcon 5

Pro-active Project Pitch

The Challenge


As the world wide COVID-19 lockdown impacted every industry, it too affected the design sector. I developed a few pro-active projects that would challenge and develop new skills during a time that everything seemingly stood still. One of these projects was taking an existing brand/ product and developing a full campaign for it.

Project Overview


Nike is a formidable brand and as a long time consumer I set my sights on a product I have become familiar with; The Metcon CrossFit shoe.

The Idea: As the shoe is used to provide advanced performance during a high intensity exercise class, I used this concept to create a campaign line that is focused around the shoes stored potential; “Cool by Touch - Hot in Power”. The campaign collateral focused around creating media from shop front advertising to digital media.

Team


Creative Direction, Art Direction, Copy

Nathan Patrick McKay / Sorrypanic

Digital Media

Digital Media

Meta - 1080x1080

Mobile Web store

Web Header

Print Media

Print Media

Shoe Box Design

Poster Development

Outdoor Banner

Outdoor Billboard

Project Learnings


Main learning was that; each project contains fundamentals that a wider team can accomplish without a splintered development process.

Stating the above, each fundamental (copy, design and strategy) was key to sell the concept and in this project I challenged myself with these various disciplines. The process was slower but also fruitful, as I found myself developing and altering the storyline alongside the creative. Thinking this way caused me to form a strong understanding of larger team dynamics and how a complete concept strategy can be structured to bolster each disciplines objective within the project.

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