Taking you Behind the Scenes
We take you behind the scenes on the vibrant and energetic Nike Breathe Collection image series photoshoot.
Last month, Nike released their new Breathe Collection, specifically designed for the wearer to cope with constant movement on hot pavements on the warmest of summer days, and in colours that evoke the feeling of an urban summer. fluoro teamed up with Nike to help curate this new summer footwear collection with this exclusive image series. We now take you behind-the-scenes on the journey in the creation of the unique set and atmosphere.
The Nike design team were inspired to create this breathable and lightweight Collection after a trip to the exhilarating country of Brazil. They were influenced by the strong colours, bustling environment, climate, and it’s people. Just as the Nike design team were inspired by Brazil’s lifestyle, fluoro’s team were influenced by the country and South America’s art movement. For fluoro, full service agency, HM. conceptualised a series of images that reflected the inspiration, style, and impression of Nike Breathe Collection’s energy.
Seeking to capture a background that symbolised the Breathe Collection, the team scouted Melbourne for a location to create a bespoke mural that would form the feature of the image series. When scouting for the location, the objective was to ensure the urban authenticity of the design of the Nike Breathe Collection would not only be complemented, but also enhanced. A site was found in an iconic Melbourne inner-city location, which met all requirements.
HM.’s Creative Director Miguel Valenzuela designed the extensive mural using a selection of colours drawn from the urban and cultural aesthetic of Brazil. “We wanted to create a vibrancy that not only captured an urban rawness, but also screamed colour,” said Valenzuela.
Lead by Valenzuela, the team painted the mural over the course of a day. With paintbrushes and rollers in hand, the colour took over the environment and a new vibrancy took over the previously neutral wall. Through utilising traditional tools – rather than turning to spray cans – the levels of human interaction became evident in the painting of the walls, which created rawness, where imperfections become the celebrated parts of the end result.
Using Matildas star, Kyah Simon as a symbol of the energy and strength of the collection, alongside local talent, these images capture the Nike ethos of unleashing the athlete in everybody, everywhere.
During the shoot, the mural and the Collection were brought to life by the several ingredients, including the urban environment of the inner-city, the elements, and the natural light on location, which enhanced the colours of the mural and the colourways and design of the Collection.
As temperatures grew on the day of the shoot and the concrete heated up, effects were used to create steam. Highlighting the heat of a summer, the photoshoot emphasised the lightness of the Collection and it’s key features, which included the use of ultra-breathable technology.
The Nike Breathe Collection is composed of a series of footwear that permits the wearer to adopt an on-the-go lifestyle, while staying cool in the warmer climate. Three iconic Nike styles were used with the inspiration of the vibrant colourways of Brazil into the Air Max Lunar1, the Air Max 1 and the Roshe.
The Collection is now available in Nike stores, selected Nike retailers and online (www.nikestore.com.au). For further information on the Breathe Collection click here.
Acknowledgments
Concept and production by HM.
Art direction: Miguel Valenzuela
Looks: HM.
Photography: Gerard O’Connor
Styling: Marc Wasiak
Post-production: Visual Thing
Model/s: Kyah Simon and Fabio Sousa
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