Launching the new revolutionary Invincible 3 sneakers, Nike asked us to imagine ways to describe the model's innovative cushioning.
Connecting the playful world and the benefits of reality, we present all possible pillowy incarnations, visualizing a sense of complete softness, cloudiness, and comfort on the foot.
Underfoot sensation - one of the main points of the Invincible line. Providing a plush feeling, the new outsole gives a new unbelievable experience.
The unreal feeling abounds, and it seems like the sole is a whole mountain of marshmallows, allowing it to dissolve in comfort by stepping on it.
Gathering a combination of soft materials such as foam, rubber, marshmallow, and sponge, we extend them to surround the space with resilience, softness, and malleability.
The shoe inflates and pushes away from the surface, scaling up and translating a cushioning and highly soft effect.
Balancing between reality and the exaggerated world, we caught a wave of playfulness and super-cush softness to capture the new benefits of the product.
Through the change of states, we discovered a new world hidden under the sole - unbelievable, but tactile and real.
To find the right approach to visualize the keywords of the campaign, we experimented with a variety of shapes, textures, and movement.
The soft details fill the space, layering, compressing, and inflating, to reveal all the features and benefits of the immense world of cushions.
Sr. Creative Director:
Dani De Carlo + Jack Saunders
Rafa Paes + Amie Champagne
Jon Reed + Steven Thon
Jen Hartwell & Drew Harrison
Roman Eltsov, Denis Semenov, Sergey Shurupov, Alexandra Vorobeva, Aleksei Komarov, Artur Gadzhiev, Kirill Makhin, Daniil Makhin