Scope
Content
About
A Father's Day campaign for Nike, built around the relationships that get passed down through sport rather than the products themselves.
Concept
We looked for the version of the story that hadn't already been told. Father's Day work in sport tends to show the moment of triumph; we were more interested in the ordinary hours before it, which is where most of the relationship actually happens.
Directions
Three directions were developed from the same premise, each pitched at a different distance: one intimate and domestic, one on the field, one archival. Running them as a set let the campaign cover several relationships rather than asserting one.
Craft
Everything was matched across the set — light, grain, grade and type — so three distinct directions could run in the same feed without reading as three campaigns.
Campaign
The work was cut for where it would run first: portrait for paid social, square for organic, and a wider crop for display, each composed rather than cropped down from one master.
End
The campaign gave Nike a Father's Day story that stayed close to the ground.
Credits