Re: Pegasus Turbo Launch
Creative Lead + Copywriter (David Butler), Design (Patrick Finch + Alexey Krupinin) Production (Jessica Doren)
THE ASK: Nike was launching their biggest running shoe of the year, but budgets were tight. So how do you impress New York’s press and tastemakers on a shoestring?
OUR SOLUTION: There’s a formula to press previews: cool venue + fun displays + catering. But rather than run jaded editors through another rinse & repeat press event, we opted to run them through the streets of NYC.
We used the city itself to tell the shoe's story. From branded graffiti to a massage parlor takeover, hidden moments brought the the gritty world of We Fly (the overarching campaign) to life.
Developed, pitched, and sold the concepts/executions
Oversaw execution to maintain creative vision
It all started with a takeover of Nom Wah, Chinatown's oldest tea parlor
We gifted shoes to guests in bamboo boxes on dim sum carts
Then we warmed up in the alleys before taking to the streets
what r they doing?
There were 3 running routes, with easter eggs waiting around every corner
what about dis?
To talk tech, we turned Nike's diagrams into a reflexology chart + used a massage parlour as our visual aid
For the campaign reel, we transformed the streets into our screening room with an LED screen truck
that a wheelie tv?
A rooftop party with an incredible sunset view awaited them at the end of the run