Nike set out to celebrate over half a century of sport — not as a static archive, but as a living, breathing story. I joined forces with my friends at Instrument to help bring that story to life, shaping a creative system that could evolve alongside the brand’s ongoing narrative.
From the start, this project was a deep collaboration across disciplines — brand design, motion, UX, and content strategy — all working in sync to create a cohesive experience that honored Nike’s legacy while looking toward the future. My role centered on defining the visual and motion language: how movement could evoke emotion, how content could reveal itself through interaction, and how structure could support spontaneity.
Together, we designed and prototyped an elastic grid system that allowed users to navigate through decades of history — uncovering small, human moments alongside the iconic ones. It became a storytelling tool as much as a design framework, flexing to showcase imagery, product evolution, and cultural milestones in one continuous flow.
The collaboration was both challenging and deeply rewarding — balancing reverence for the past with the creative curiosity to reinterpret it. The result feels distinctly Nike: powerful, expressive, and always in motion. And best of all, the work continues to grow — new stories and visuals will keep surfacing across Nike’s platforms in the months to come.
Role:
Creative Direction, Motion Design, Video Editing, Product Colorway Toolkit
