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  • Nike+ FuelBand launch
  • In February, 2012, Nike unveiled a revolutionary new product called the Nike+ FuelBand, designed to track everyday physical activity and convert it into a new metric called NikeFuel. By wearing the product all day long, you get a simple overview of your level of physical activity, and the ability to challenge yourself to do more through goal setting and social media challenges.

    A hugely important moment for the Nike brand, the launch of the FuelBand was a collaboration between the Nike Brand Design, Nike Digital Sport and Nike Brand Innovation teams, as well as several agency partners. My responsibilities on the project included creating the brand identity for NikeFuel currency and concepting and art directing the creation of various iconic product images that were used on packaging, in advertising and at retail.

  • Branding
  •  Product visuals
  • Art direction: Darrin Crescenzi
    CGI: XYZ Graphics & Staudinger+Franke
    Additional direction: Joshua Moore and Heather Amuny-Dey
  •  Application