When Nike came to us with their brief, it was based on two words: ‘devastatingly deceptive’. From the Nikeskin fit technology to the split-toe plate designed with agility traction, the Hypervenom II was designed for quick response and optimal ball control in dry or wet weather.

We took that cue and dove directly into the natural world, seeking inspiration from venomous, camouflaged animals and plants; mycology and cytology, fractals and rhizomes. It spawned snake-like reptilian patterns to lure in its prey and give the styling a dangerous edge.

From this creative jumping-off point, we then applied our R&D findings to a high-octane Nike animation style to create a product launch film that projects unpredictable speed, steely confidence and uncanny agility while reinforcing the core Hypervenom II idea of ‘devastatingly deceptive’.

‘Devastatingly deceptive’ – The Hypervenom II campaign represents the fusion between the technologies of the boot and the biological tactics of nature's deadliest organisms – a combination of camouflage and venom, speed and agility.

The Hypervenom II is presented in a cinematic piece where at first the boot's presence is more felt than seen. We carefully alternate between bold graphic camouflages and the intricate Flyknit upper to lure the viewer in before striking, making them a victim of the viper.

From the microcosm of the cellular, fungal and fractal we created programmatic simulations in hyper-realistic detail. Each sharp graphic pattern is suggestive of either the boot’s advanced technology, natural concealing camouflage, or sudden dangerous motion.

Nike are very protective of any metrics resulting from our campaigns, but we understand broadly from the client that all KPIs were exceeded. Hypervenom II received over 250k views on the Nike YouTube Channel.

The Hypervenom II is the boot for lethal, deceptive assassins. These players are smarter in mind and more agile in body. They zig when you zag. They smell goals like sharks smell blood... ignore them at your peril.

With the above manifesto, the focus of the campaign had to be on the fusion between the technologies of the boot and the biological tactics of nature's deadliest organisms.

This fusion would appeal to footballers of all ages, nationalities and skill level and produce communications with real cut through.

For the Nike brand, the football boot is the crown jewel of international sportswear communications, so the launch of the Hypervenom II was critically important.

The Hypervenom II film launched on YouTube and Nike.com, while animations and still assets were deployed in OOH and Niketowns worldwide. Neymar Jr. was the figurehead for the campaign, creating dark and atmospheric press and lenticular formats.

Inspired by deception in the natural world, The Hypervenom II campaign champions the agile and devastatingly deceptive nature of Nike’s latest global football boot.

The objective was to launch the Hypervenom II to global audiences through all of Nike's properties: the .com hub as well as Niketowns worldwide. We also created a lenticular OOH placement that was displayed on billboards by the regional markets and media agencies around the world.

Overall project budget for art direction, creative development and production of all assets was approx. $300k.