Nike Untouchable Speed
Art Direction and visual strategy for a Nike brand development project.
Working for FIELD and the Nike Brand Design team, Labmeta assisted in the development of a new visual language for American Football, attempting to shift the image of the sport from aggressive to strategic for european markets.
The development work resulted in a new global design directive for Nike NFL titled Untouchable Speed: A minimalist and classical new concept for graphics, photographic style and composition, focused on the athleticism and tactical finesse of the sport, and inspired by the heroism of Greek sculpture.
The campaign later developed into a concept for instore retail installations and motion design assets.
Directed and Produced by Field
Creative Director Marcus Wendt
Produced by Valtteri Laihanen
Design and Art Direction Paul Mumford & Julien Simshauser