Defy the Elements
How do you showcase 62 women’s products and 70 men’s across 18 different sport activities in one coherent story? That was the challenge Nike gave us in 2012, and the result would be their first cross-category media kit, Defy the Elements. Nike’s message was that their winter holiday range offered solutions for any activity – from basketball to snowboarding – in all weathers.
The mix of activities translated well into a choose-your-own-adventure. To bring the story to life we combined photography and illustration in an immersive and interactive 3D website, featuring 18 beautifully photo-montaged scenes to highlight the journeys that Nike consumers make throughout their day.
Sent to all the relevant media, journalists could choose and guide two athletes through their day to see how Nike’s Holiday range equips them with everything they need in the coldest, wettest months of the year. Every item of apparel detailed the key features that boost performance and take the sting out of winter training. Elements defied.
The endless choice didn’t stop there. A built-in asset library offered over 90 different download packages of copy and images – giving media the option to choose their own assets too.