Nike ACG’s Guide to Keep the Magic Alive
Art Direction, Layout Design, Digital, Social, CastingSpring 2022
Photography by Jerry Buttles
For ACG’s spring ‘22 campaign, we brought our Earthlings back to Iceland. Icelandic spring gives way to green grass and thunderous waterfalls. We encouraged consumers to have fun, but thoughtful fun as climate change has continued to drastically affect the land’s melting glaciers. It’s human nature to protect what you love and what brings you pleasure, so we inspired the youth to preserve the joy and keep the fun going forever. This is ACG’s Guide to Keep the Magic Alive.
For ACG’s spring ‘22 campaign, we brought our Earthlings back to Iceland. Icelandic spring gives way to green grass and thunderous waterfalls. We encouraged consumers to have fun, but thoughtful fun as climate change has continued to drastically affect the land’s melting glaciers. It’s human nature to protect what you love and what brings you pleasure, so we inspired the youth to preserve the joy and keep the fun going forever. This is ACG’s Guide to Keep the Magic Alive.
Our Earthlings![]()
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Our ACG Earthlings were locally-casted Icelandic creatives (Elin—an illustrator, Thor—video artist, and Diana—stylist) in addition to a few found by our European partners (Eugenie—climber and Dennis—fine artist) to capture the energy of both curiousity and magic.
Process
The ambition was to create a giant light table in order to portray our adventure like that of a scientific research study. We created a 5-foot with our hero images printed on transparencies and created world-bending layouts to champion both product and magic.
We applied our key visuals to multi-channel executions on both digital (Nike.com & Nike App) and social platforms (Instagram & Paid Media).
Creative Direction: Patty Wong
Art Director: Jack Saunders
Narrative: Genevieve Hudson, Will Roelke
Production: Lisa Zandi
Studio Management: Elijah Graham, Jeevan Gaberria
Art Director: Jack Saunders
Narrative: Genevieve Hudson, Will Roelke
Production: Lisa Zandi
Studio Management: Elijah Graham, Jeevan Gaberria
HANNAH J. KIM © 2023