Lock In. Let Loose.
A campaign for kids who love football

To bring to life Nike Football’s global tagline: “Lock In. Let Loose”, we created a campaign for kids who love football by bringing together some of Nike’s hottest talents and the artistic interpretations of some fresh visual artists.

The campaign features Marcus Rashford, Kylian Mbappé and Leroy Sané letting loose with unimaginable skills on the training pitch. 

We used fresh filming techniques and close-up shots that immerse the viewer on the football field among the athletes. We then collaborated with various visual artists to create a bespoke artistic interpretation of each skill. Intertwining this art into the films of our original football skills, we created a series of films that represent an insane montage of creativity and art in all its forms. And finished them off with a jazz soundtrack.

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 our full film in all its glory.

The artworks were created by Esteban Diacono, Rogier van der Zwaard, Jeremie Doutre from Not To Scale, Erdal Inci, Kidmograph / Gustavo Torres, Kouhei Nakama from WOW Tokyo and, Johan Rijpma.

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 our full film in all its glory.

The artworks were created by Esteban Diacono, Rogier van der Zwaard, Jeremie Doutre from Not To Scale, Erdal Inci, Kidmograph / Gustavo Torres, Kouhei Nakama from WOW Tokyo, Johan Rijpma and even one by our very own Department of New Realities.