NIKE KEVIN DURANT VI SUMMER CAMPAIGN
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About

About

In support of the KDVI apparel & footwear collection, we worked with Nike to bring the full-court inferno of summer streetball to retail and even… Read More
In support of the KDVI apparel & footwear collection, we worked with Nike to bring the full-court inferno of summer streetball to retail and event experiences across the country. Read Less
Published:
NIKE KDVI SUMMER CAMPAIGN
Overview
In support of the KDVI apparel & footwear collection, we worked with Nike to bring the full-court inferno of summer streetball to retail and event experiences across the country.The task at hand was to develop an experience that balanced both Durant’s not-too-serious personality and the energy of W+K’s #summerisserious campaign, while upholding Nike Basketball’s focus on superior products. Our reach stretched far throughout this project, ranging from the big picture consumer experience down to the details of the campaigns creative guidelines.
 
The approach for the KDVI launch was to use the relentless heat of summer to showcase the new collection. In a move to do the unexpected and capture the moment, we made products so hot they melted bleachers and burned fences. #kdvi #summerisserious
 
Services
Campaign Identity, Art Direction, Illustration, Retail Experience, Event & Ice Cream Truck Experience, Packaging, Product Graphics, Guidelines
 
Project Credits
Design Director, Nike: Jason Herkert
Art Director, Nike: Jonathan Tudor
Project Manager, Nike: Pam Lauwerens
Advertising Agency, Summer is Serious: Wieden+Kennedy
Display & Event Production: SET Creative
Campaign Photography: Jeff Riedel
Supporting Photography: Alex Hoerner
Kevin's Ice Cream Truck
As an experiential catalyst for the campaign, we created a custom ice cream truck for Kevin to hand out free ice cream and products from. Classic flavor-inspired illustrations advertised products as the truck stopped for crowds around NYC.