Nike Always On Holiday 2024 was a four-day photo and videoshoot production in Copenhagen, where I directed the creation of four distinct photo and video sets. Tasked with overseeing the creative process from initial concept to final post-production, I worked under the leadership of Global Creative Director Jess Bond to bring the project to life.
The Nike Always On project is a quarterly photo and video shoot focusing on capturing content for a variety of Fields of Play within Nike. The content fuels Nike’s business needs and consumer moments while building an elevated ecosystem of sport and style. The goal is to own the look of sport, style, and youth culture, while obsessing product in a way only Nike can.
Each set captured Nike's commitment to individuality and movement, using bold visuals and dynamic compositions to celebrate originality. This campaign showcases how Nike empowers creativity and innovation, redefining what it means to stay active and inspired in every moment.
Global Creative Director Jess Bond
Senior Art Director Beth Z Bodie
Photographer Juanita Richards
DP: Brandon Kuzma
Role Creative Direction
Air Max
The Air Max story was brought to life against the stark and modern backdrop of Copenhagen’s brutalist architecture. Designed to emphasize the innovative spirit of the Air Max franchise, the setting featured iconic minimalistic structures and reflective surfaces that added a futuristic edge to the narrative.
The imagery captured the essence of bold individuality and contemporary style. Using dynamic angles, vibrant contrasts, and a play of light and shadows, the shoot highlighted the Air Max’s design and its seamless blend of sport and style. Powerful stances and unconventional poses reflected a confident and expressive energy that communicated Air Max’s legacy of pushing boundaries in footwear innovation.
Y2K
The Y2K story captured the dynamic interplay of nostalgia and modernity through the lens of urban life. Set amidst the juxtaposition of sleek and polished against raw cityscapes, the imagery balanced the grit of concrete and asphalt with the shine of contemporary fashion. This contrast echoed the duality of city living, where the refined meets the raw.
Candid and personal moments were central to the narrative, reflecting the fast-paced energy of city life and the hallmark versatility of Y2K fashion. Bold, yet practical, the visuals celebrated individuality and motion, capturing the unique spirit of an era defined by its seamless blend of style and functionality.
The Air Force 1 story celebrated urban culture and community spirit through the vibrant streets of downtown Copenhagen. Classic buildings and corner structures with gritty textures and shapes provided depth and character to every shot, creating a rich visual tapestry that complemented the iconic silhouette of the Air Force 1.
Inspired by dynamic dance movements and physical expression, the dance portion of this set highlighted connection and vibrancy within a diverse group of individuals. The imagery balanced cinematic sophistication with a modern, confident aesthetic, showcasing the timeless relevance of the Air Force 1 in community, style, and movement.
Air Force 1
The Haven + Cortez story brought youthful energy and individuality to life on a colorful street in Copenhagen, featuring iconic and bright houses. The vibrant setting perfectly reflected the spirit of the franchise, creating a dynamic backdrop for the visuals.
Emphasizing dynamic movement and personal expression, the shoot blended action and style in every frame. Vibrant, energetic, and expressive, the visuals celebrated individuality and youth culture, presenting the Haven + Cortez as a symbol of fearless creativity and modern style.
