A. HOOK
CREATIVE DIRECTOR MAKING
DISRUPTIVE BRAND EXPERIENCES
THE NIKE WAY
We created an immersive, multi-sensory brand experience based on game day that brought Nike’s internal repositioning — The Nike Way — to life for their European team.
Nike was undergoing a major brand refresh which premiered at a keynote event in Portland. They asked us to reimagine the presentation for their European teams at the Hilversum HQ — not as a repeat, but as a bespoke, future-facing interpretation built for a new audience, a new space.
So we reinvented it from the ground up, basing it on the concept of “Game Day” - an experiential journey mirroring the athlete timeline — from preparation, to performance, to analysis — with each stage shaping the emotional and sensory
arc of the experience. We designed the environment to use light, sound, motion, and spatial choreography to transform the repositioning into something you didn’t just hear, but felt.
We engineered a complete audience flow:
- Created a new introductory space to set the tone
- Used a soundtrack of performance sounds to countdown to the intro
- Designed a transition that carried teams into the main presentation environment
- Rebuilt the keynote’s motion system to play seamlessly across two giant curved screens
- Tailored all narrative beats to this new European audience and environment
The final experience was a kinetic, atmospheric, brand-defining moment — one that captured Nike’s new internal ethos with clarity, energy, and craft, that the client absolutely loved.