Nike seem to shift their brand creative at a rate even more frequent than I buy new gear… and that’s saying something!
We took some amazing environmental shots last year to put Dubai on the map at Nike Global. And now, we’re working in an entirely fresh direction. After going through an extensive 77-page brief, we’ve brought together this new set of creative content, a set of strong, black & white images, guaranteed to make an impact.
This epitomises what I really love shooting, in terms of both subject and art direction. And the style reminds me of an industry piece I want to put together called RAW. Just that… RAW. Strategically strong yet unpolished, crafted images, seemingly un-staged, moody and easy to connect with, a bit of dirt perhaps but not dirty, a blend of motion & unfiltered energy. Sure, the focus may be a little… off or there may be an added strain of lens flare which might otherwise render a shot an imperfect picture, but RAW is a lifestyle and an approach to how we see the world.
So how does this filter through to the imagery we see today?
With this Nike shoot, the timing and location threw in some challenges. I knew it had to be dark and the location on the iconic Palm Jumeirah was pretty much a given. But how do you then deal with the combination of faint darkness and furiously fast athletes? Five years ago, I would have struggled badly but now we have great camera’s where you can just keep on cranking up the ISO. Most images here are taken in the range of 8.000-12.800 ISO, shooting borderline handheld shutter speed. The Canon 1DX is a master machine in such conditions, made even sweeter by my beauty lens, the 50mm f1.2. When darkness falls, there’s just no need to call it a day!
My thanks to Tristan and Dania at JWT for their support and ideas and a big hands up to Coach Tom at PTX Dubai for coming out on his birthday and bringing his awesome crew along. Together, we made it work. Wonders! And we created RAW. In all its glory.