NIKE BEAST

Objective: Nike Beast is an inspirational print campaign promoting Nike as a source of positive athletic transformation. The focus here will be on motivational copy that follows the “beast” motif of conjuring and unleashing power from an inner source of strength.

Concept: I wanted the typography to be the visual with a design that at first glance maintained the classic, simple, and strong Nike aesthetic but underneath showed transformation and underlying power. The first way I show this is by having the “beast” font lying behind the Nike font and/or coming after it. We see Nike font become Beast font, as the “beast” is a manifestation of your persona – there is always a connection between the two. For a color scheme, I decided to keep it simple – a static black and gray background with the type being a kinetic blue, suggesting transformation through movement and energy but also suggesting that the “beast” comes from within us (thus the gray connecting the black and blue).

Secondary Objective: Here we focus on record holding athletes or “Official Nike Beasts” who will serve as models for Nike Beast motivation.

Concept: Here I wanted to take an impressive statistical record set by a not-so-much-advertised and/or historical athlete (so no Lebron James’ or Derek Jeters) and have it be the theme of the print ad. There are a couple of ideas behind this – the first was to have the “Official Beasts” be lesser known as to suggest that not every “Beast” needs to be a superstar (you can be a beast too). One design consideration was to have the numerical record itself – the number – be the prominent headline, with the sub-headline being the explanation of the record. All of the typography is in the classic Nike font colored in a heightened (energetic) version of the athlete's team colors. This serves as a way to bring graphic attention to the record and represent the athlete at the same time.