Street Beat × NIKE Sqwoz Sneg
ABOUT THE PROJECT
We developed and filmed a star's commercial for Nike's winter collection.
- Show the Nike Winterized collection for adults and children, and film content for all communication channels: from stories to billboards
- To get away from the posh sports image and invite the audience to be real, funny and lively.
IDEA AND CONCEPT
The idea is a stylish winter in the metropolis, without suburban boredom. The concept of the video is a Snow Globe. First of all, it's beautiful. Secondly, the essence of an urban winter can be conveyed more clearly through a snow globe. All we have to do is pump up the snow globe with style and snow.
We invited Sqwoz Bab, the hustle rapper, and Tanya Starikova, a vlogger, to star in the video. They have mastered the style and broadcasted it from their screens, and they'll transfer this to the Nike winter collection.
The children's collection was shown by Alisa Menyailova and Gleb Afanasyev from TNT's 'Dancing' project. They're under sixteen, but they're already styled like a pro.
Preparation for filming
And it rolled
We gave up filming on green screen as the reality would better convey the volume of the snow globe. As usual, we modelled the location in 3D to design the scenes and plans beforehand and not to waste time on the set.
PREPARATION OF THE LOCATION
We created winter within two days
We found the pavilion, scanned it and tried on the location model — it fit. Two types of snow were brought in, and two teams of fitters assembled the location: a real snowplough, a bench, and street lighting. We also made a snowman. From sketch to finished set — move the slider.
The set rang with bass and style. On the first day of filming, we filmed the main clips and footage for the stories. The second is a photo set for social media and printing. The results can also be seen on the streets of winter cities: look out for the stylishly dressed, someone will be wearing this Nike collection. Sparkling backstage — below.
The streets were covered with style
Our ads appeared on digital billboards along the Moscow Ring Road and in the heart of Siberia, on billboards and in thousands of smartphones. Here are the exact figures:
- 8 cities;
- 14 shopping centres;
- 30+ digital billboards.