NIKE .SWOOSH –
Community Launch Film

Nike's .SWOOSH platform launched with Our Force 1 — the brand's first virtual product, and an early signal of where Nike was taking digital ownership and community. We were brought in to create the launch film: a motion piece tracing the Air Force 1's cultural arc from the basketball court through decades of subculture, and handing it forward into a new chapter.

I supervised the creative direction throughout — guiding the animation, establishing the look and feel, and directing the team in close collaboration with Nike's lead creative. The modular build allowed the core film to be cut down and adapted across Nike's social ecosystem without losing its visual logic.