Gretel

Nike Soho

 

Nike

nike_soho_01.jpg

In-Store Photography Courtesy Mo Daoud

 

Nike Soho

To mark the opening of their new flagship store in Soho, Nike asked us to create a series of motion pieces for the entry-way screens. Standing five stories at the corner of Broadway and Prince, Nike Soho isn’t just a retail space, but a new fixture in the NYC landscape. As such, we wanted to create a piece that felt distinctly NYC.

Our solution was to create a constantly evolving collage of footage, type and graphic city elements. This mixing and mashing feels like New York, a city that’s constantly being built on top of itself, layering and molting with different cultures and eras butting up against each other.

The weight of the project was felt not just in the opportunity to work with one of our favorite brands, but because when we got the initial call, the store was opening in just seven days.

In total, Gretel designed, directed, shot, edited, color-graded and animated five films for the launch.

 
 
nike_soho_03.jpg
nike_soho_06.jpg

The collage allowed us to make every moment equal parts Nike and New York. Photographic juxtaposition as well as graphic layering work in tandem to create a loose narrative celebrating the city’s urban athletes.

nike_soho_05.jpg
nike_soho_10.jpg
nike_soho_04.jpg
nike_soho_08.jpg
nike_soho_07.jpg
nike_soho_09.jpg
nike_soho_11.jpg
nike_soho_12.jpg
 
nike_soho_16.jpg
nike_soho_13.jpg
nike_soho_14.jpg