Nike App Collections
Content pilot and app story strategy for the launch of specially curated collections in the Nike App.
Objective
Led art direction end-to-end for a pilot with Nike ICON Studios in LA, developing four scalable but distinct directions for curated product collections featured in the Nike App: Neutral daylight, high-contrast and premium, graphic gel lights, and custom set design.
Dynamic angles and authentic movement were key, and the cast were established athletes. Premium styling made each collection aspirational.
Stylists:
Michelle Tomaszewski, Michelle Torres
Hair:
Gonn Kinoshita
Make-Up:
Tsipporah Liebman
Art Direction:
Kim Luis
Production Studio:
ICON LA
Photographer:
Jerry Buttles
Producer:
Karl Lunan
Bold, high-contrast, and built for performance.
Deep shadows and bright highlights give an edge that's both athletic and editorial.
1
Soft, elevated, natural daylight
The most versatile for the everyday lifestyle collection.
2
Colorful and spotlit
Colored gel lights created graphic textures to highlight movement and play, reflecting the colors and textures from each collection.
3
Bespoke set design and lighting
Each collection in its own custom built world centered around a collection theme.
4
App Experience
Provided design templates and merchandising standards for the featured Collections carousel in the Nike App Shop and editorial threads.
