THE PROBLEM

Nike needed a launch strategy for the React Element 55 that felt as dynamic as the shoe's technology a creative concept, not just a media plan.
 

THE THINKING

Inspired by chemical reactions, I developed a casting and creative strategy that paired photographers, stylists and makeup artists in a chain of collaboration — each stepping both behind and in front of the camera. The process became the story.
 

THE IMPACT

A campaign built on creative chemistry that reflected the shoe's own DNA — reactive, unpredictable, alive.