Directors Manija Emran and Paul Mitchell of Mill+ led the design team in artfully weaving striking metaphoric elements throughout to represent the product's versatility, unique boldness and overall quality.
Set to adrenaline-pumped music, the visuals speak for themselves highlighting the vivid designs and athletic value of the collection. The close collaboration between Nike and the in-house teams of The Mill and Mill+ resulted in a precise, thoughtfully executed art piece. In addition to directing, Emran and Mitchell were creative directors for the project and saw it through from pitch to execution.
Emran comments on the overall creative concept of the project: "The idea was to bring products to life by emphasizing the patterns and accentuating their key features. Alongside the talent shoot, we wanted to initially shoot a lot of different elements reflecting the designs and features of the products. For example, shooting feathers and lasers for lightness and precision, or colored powder exploding for impact, ink in a water tank to mirror and extend the patterns of the tights and hint at flexibility, etcetera. And in close collaboration with the client, we narrowed these down to a few key elements."