We wanted this campaign to frame football as a broader cultural phenomenon. After detailed research and ideation, we came up with three ‘topics’ – time, space and lifestyle – to help define potential design directions. Eventually, we settled on “lifestyle,” since it best positioned football as an everyday subject, which extends beyond sport to community, pop culture and streetwear.

Then we got to work, crafting together a coherent story out of a mix of images, videos and text. After four weeks of close collaboration with both clients’ marketing teams, we conceptualised and developed an immersive shopping experience for the campaign.

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Nike - All Football Everything – HY.AM STUDIOS

All Football Everything

To position football as an all-encompassing phenomenon, we combined and juxtaposed images of famous football players and stadiums with those of rappers and local influencers – evoking the gritty spirit of Berlin streets.

After incorporating the client’s brand codes, we enhanced the design with a vibrant rose colour and eye-catching graphics. Opting for a sophisticated yet raw editorial approach, we also edited, modified and remixed the original Nike campaign images.

After gaining valuable insights into target users, we focused on delivering a mobile-first, shoppable lookbook – which was later adapted for desktop.

We created a seamless online shopping experience enabling the user to browse hundreds of items without leaving the campaign micro-site. Simple and clutter-free product modals and an easy-to-use navigation further fostered a frictionless user experience. 

By designing an edgy lookbook, we were able to inspire thousands of football lovers to create their own style while driving company sales and generating widespread exposure for local celebrities.

Nike

"All Football Everything"

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