Nike – Trash Transformed
This is Trash Gold. Text hacks conveyed a playfully irreverent but direct message.
This is Gold Trash.
OOH: Wheat pasting posters
The visual system worked across Digital and Physical, conveying a consistent message that is channel right.
We used a simple slide animation to show the duality of our ‘trashy’ sneakers! We also used documentary and stop frame motion approaches to tell the Space Hippie story in a honest raw way without
Nike – Trash Transformed.
With each Space Hippie silhouette weighing in at 25–50% recycled content, Space Hippie is trash transformed. It was our job to show it...
There was a single objective at the core of the Space Hippie collection: create Nike’s lowest carbon footprint shoe. This singular focus, which started in the innovation lab, drove numerous teams to question everything—from source materials and method of make, to how the final product was delivered to a consumer’s doorstep.
Despite it’s singular focus, the project touched a number of internal departments and initiatives within Nike, all with different objectives and visual centers. The team was required to distill these into one cohesive point of view whilst also ladder up to the Nike’s You Can’t Stop Sport campaign and road to the Tokyo Olympics…
I was the design lead for Nike’s approach to Earth Day, which included the Space Hippie launch campaign seen above. I oversaw the print and digital work and even wrote the This is Trash Gold line : )
Credits
Creative Director: Aaron Belchere
Design Director: Meirion Pritchard
Design Director Andre Simmons
Art Director: Brian Metcalf, Danny Demers.