Brand :: Nike

Agency :: Wieden + Kennedy

My Role :: Concept & Art Direction

 

 

Brand :: Nike

Agency :: Wieden + Kennedy

My Role :: Concept & Art Direction

 

 

Brand :: Nike

Agency :: Wieden + Kennedy

My Role :: Concept & Art Direction

 

 

Brand :: Nike

Agency :: Wieden + Kennedy

My Role :: Concept & Art Direction

 

There is only one way to see if a runner truly has the JUST DO IT spirit. Simply look at her/his sole. The wear, the scratches, the dirt, are the signs of the runner’s passion.

There is only one way to see if a runner truly has the JUST DO IT spirit. Simply look at her/his sole. The wear, the scratches, the dirt, are the signs of the runner’s passion.

There is only one way to see if a runner truly has the JUST DO IT spirit. Simply look at her/his sole. The wear, the scratches, the dirt, are the signs of the runner’s passion.

There is only one way to see if a runner truly has the JUST DO IT spirit. Simply look at her/his sole. The wear, the scratches, the dirt, are the signs of the runner’s passion.

Marula_Nike_Zhang_500
Nike_Wang_500
Nike_Chan_500
Nike_Chuan_1000

This JDI campaign celebrated exactly that. The true runners' spirit lies at the bottom of her/his feet, that's why we let the battle-scarred soles be the hero and do the talking.

This JDI campaign celebrated exactly that. The true runners' spirit lies at the bottom of her/his feet, that's why we let the battle-scarred soles be the hero and do the talking.

This JDI campaign celebrated exactly that. The true runners' spirit lies at the bottom of her/his feet, that's why we let the battle-scarred soles be the hero and do the talking.

This JDI campaign celebrated exactly that, the soles. The true runners' spirit lies at the bottom of her/his feet, that's why we let the battle-scarred soles be the hero and do the talking.

YourStory
logo
IMG_3319

We searched for real runners - from Hong Kong, Beijing, Taiwan, Guangdong, and Shanghai - that wanted to share their personal story through their own sole.

We searched for real runners - from Hong Kong, Beijing, Taiwan, Guangdong, and Shanghai - that wanted to share their personal story through their own sole.

We searched for real runners - from Hong Kong, Beijing, Taiwan, Guangdong, and Shanghai - that wanted to share their personal story through their own sole.

We searched for real runners - from Hong Kong, Beijing, Taiwan, Guangdong, and Shanghai - that wanted to share their personal story through their own sole.

We searched for real runners - from Hong Kong, Beijing, Taiwan, Guangdong, and Shanghai.

The story of every scratch and every injury. The story of how often they run and how far they go. The tale of every step etched into the road.


 

The story of every scratch and every injury. The story of how often they run and how far they go. The tale of every step etched into the road.


 

The story of every scratch and every injury. The story of how often they run and how far they go. The tale of every step etched into the road.


 

The story of every scratch and every injury. The story of how often they run and how far they go. The tale of every step etched into the road. 

that wanted to share their personal story through their own sole.

IMG_3320

The result was a series of beautiful black & white photographies that rolled out massively in Shanghai during the marathon season impacting the whole city.

The result was a series of beautiful black & white photographies that rolled out massively in Shanghai during the marathon season impacting the whole city.

The result was a series of beautiful black & white photographies that rolled out massively in Shanghai during the marathon season impacting the whole city.

The result was a series of beautiful black & white photographies that rolled out massively in Shanghai during the marathon season impacting the whole city.

09
04
Billboard8

城市你管你快,

我的速度你别管。

无所谓跑多快,

JUST DO IT


<

<

Billboard4
Billboard3

This simple action served as an inspiration to thousands of runners in China to hold their soles like honour badges in front of their phones and show them proud to the world.

This simple action served as an inspiration to thousands of runners in China to hold their soles like badges of honour in front of their phones and show them proud to the world.

This simple action served as an inspiration to thousands of runners in China to hold their soles like badges of honour in front of their phones and show them proud to the world.

This simple action served as an inspiration to thousands of runners around China to hold their soles like honour badges in front of their phones and show them proud to the world.

Screengrab_1A
Screengrab_1B

More than 3,000 snapshots were directly generated from users through the online H5 page.

More than 3,000 snapshots were directly generated from users through the online H5 page.

More than 3,000 snapshots were directly generated from users through the online H5 page.

More than 3,000 snapshots were directly generated from users through the online H5 page.

More than 3,000 snapshots were directly generated from users through the online H5 page.

...........................................................................................

Team:

Concept & Art Direction: Marula Vaz & Northy Chen / CDs: Shaun Sundholm & Terence Leong / Designers: Kevin Lunsong & He Fan Retouch: Changqing Lee / Producers: Xuan Ong, & Vic Zhang & Max Wu / ECD: Yang Yeo.  

 

...........................................................................................

...............................................................................Team:

Concept & Art Direction: Marula Vaz & Northy Chen / CDs: Shaun Sundholm & Terence Leong / Designers: Kevin Lunsong & He Fan Producers: Xuan Ong, & Vic Zhang & Max Wu / ECD: Yang Yeo.  

..........................................................................

Team:

Concept & Art Direction: Marula Vaz & Northy Chen / CDs: Shaun Sundholm & Terence Leong / Design: Kevin Lunsong & He Fan Production: Xuan Ong, & Vic Zhang & Max Wu  EDC: Yang Yeo

 

Team:

Concept & Art Direction: Marula Vaz & Northy Chen / CDs: Shaun Sundholm & Terence Leong / Designers: Kevin Lunsong & He Fan Producers: Xuan Ong, & Vic Zhang & Max Wu / ECD: Yang Yeo.  

 

More Projects

5G LabProject type

Kobe TempleNike | Experiential

Adidas4DAdidas

Fast NeonNIKE

Unstoppable TributeInteractive