To bring to life Nike Football’s global new tagline: “Lock In. Let Loose”, Wieden+Kennedy Amsterdam created a campaign for kids who love football by bringing together some of Nike’s hottest new talents and the artistic interpretations of some fresh visual artists. The campaign features three of Nike’s youngest stars – Marcus Rashford, Kylian Mbappé and Leroy Sané – letting loose with unimaginable skills on the training pitch.
Not To Scale Amsterdam were one of those asked to create a bespoke artistic interpretation of each skill. Intertwining this art into the films of original football skills, W+K created a series of films that represent an insane montage of creativity and art in all its forms.
The films launched on Instagram stories, with each athlete first posting the work of the artists without showing the move, urging kids to check back on the following day to see the move that inspired it all. And when they came back, they saw the full film in all its glory.
Animated elements by Jeremie Doutre at Not To Scale: