Nike Always-On

Created for the A​​PLA region, this summer campaign introduced a flexible visual system designed to move across markets, formats, and consumer touchpoints. Japan and Korea served as the lead markets, shaping a locally relevant expression of the global creative direction while maintaining consistency across the wider region.

Developed through a direct-to-production model, the project brought the in-house creative team into close collaboration with the production company and external creative partners. Creative development spanned casting, styling, set direction, photography, and post-production. Originally conceived as a digital-first asset suite, the campaign was later extended into retail applications throughout the region.