When Nike arrived at “untouchable” as their core position, they hadn’t yet figured out what it meant—and certainly what it looked like. We were asked to write the manifesto for the category, then inspire its design language in time for Superbowl XLIX—and fast.
So fast that cameras have trouble keeping up. We used motion stutter, lens flare, and video interlacing for images to ‘break’ the camera, and prove too fast for anyone to catch up. And keep product on shelves.