The Roshe One is back! The ask was to bring back the Nike Roshe One, a nostalgic franchise in a fun + energetic way that connects with the whole family while leveraging Nike owned platforms exclusively. We had twelve weeks of work to do and 6 weeks to get it done. From the jump, we knew photography was the primary asset deliverable. We focused initial creative studies on cropping, styling, lighting, dynamic angles of motion … then paired them with creative narratives. Inspired by Nike’s iconic ‘90s ads, we kept the core DNA while reintroducing the Roshe One to today’s modern family. We explored three directions; classic clean, twenty-year reunion and TGIF sit-com. We partnered with Photon Studios to handle the full shoot process from casting and makeup to styling and photography retouching. The vibe was right, images came out beautifully. Following the hundreds of photos, we narrowed down to handful of hero select images, guided the retouching process and added colorful elements to drive home the classic concept with a modern shift. When all was said and done, we delivered a Visual Center containing messaging, graphics, imagery and creative direction to develop all in-store communications specifically for Nike’s Unite doors and digital channels.
