Demand The Unreasonable

film / digital  ▴ creative direction

Nike wanted to relaunch their line of sustainable products. They were perceived as lacking the performance the other Nike brands had. We recreated the Sustainable Innovation hub with a launch film and web experience that positioned their line as 'demanding the unreasonable.'

In a world of finite resources, Nike uses less to give you more. Just as you demand more from your body, Nike demands more from themselves, designing their innovations to use only what’s needed to make athletes better.




AKQA, New York
Creative direction: Mara Lecocq
Art direction: Dinushi Perera
Copywriter: Graham Davis