CREATIVE DIRECTION

Upcoming Drops is the highest performing of all Nike’s digital content. It is a weekly offense series, featuring mid- to high-heat footwear releases. Its purpose is to create excitement around upcoming launches, sustain Member engagement, drive opt-ins for notifications, and help Members to never miss a drop.

Nike trusted my team to revamp the creative for Upcoming Drops. The layout showcases a maximum of three footwear styles and utilizes their standard Product Detail Photography (PDP) within a templated system for weekly offense production. Additionally, it allows for easy translation of activations into Spanish.

Our final creation is evocative of futuristic championship display, a single PDP hovers heroically above a pedestal. Tone-on-tone color creates a sculptural yet clean environment to showcase the product.

Potential for a seamless loop to provide subtle animation, giving the PDP life as it floats up and down. The opacity of the drop shadow will change in relation to the PDP’s proximity to the pedestal to add more detail and fidelity.