To elevate the Nike brand through its iconic and innovative footwear featuring the most premium and most technologically advanced shoes Nike has to offer. The first phase is about how creation happens, celebrating Nike shoe designers as visionary artisans as we lay out every shoe part, highlighting the technology and challenge of designing a great shoe. It reveals to the product in action, unveiling the ART in motion. The second phase is about inspired creation. We gave the exact same ingredients used to build the shoe and commissioned artists to create a piece of art and content as inspiration.

The power of this campaign was through multiplicity, exhibiting Nike's best lineup of premium products across each shoe category, featuring a "collection" of the most iconic, most premium footwear Nike has to offer. After the first phase of parts & shoe ads were seeded, the campaign was re-invigorated with part two, art generated from the shoe parts, keeping the campaign fresh and exciting.

The art surfaced through media extensions including, OOH, guerilla, and energy events. Each print art had an corresponding online art component ranging from animations and shorts to artist interviews and making-of's, further energizing the campaign online.