Evolving Visuals and Inspiring Action
"Make it New" Combines Art, Lifestyle, Innovation, Progression and Sport
Action sports roots run deep here at Nemo. We were here long before the term "Action Sports" existed - so you know we know. That is why time, after time, we do the creative strategy and design for global, culture driven like Nike 6.0. We designed this comprehensive campaign from the ground up, starting with a new direction of the '09/10 season. By choosing one of the most prevalent themes running throughout all of action sports, progression, we were able to credibly communicate to a broad audience. Progression in Action Sports isn’t a one-upping thing, it’s the constant pursuit of your personal best. This universal ideal is identifiable across all audiences, from seasoned pros to first timers to fans. This insight is the meaning of “Corizontal” as defined by Nemo creative director Mark Lewman. The “Make It New” campaign turns the action mantra into a visual aesthetic. We use elements such as wheat paste and cardboard to communicate the ability to see the potential to make something creative out of something utilitarian. We juxtapose these materials with highly expressive photography and the handcrafted assemblage of a curator/collector. It comes together to provide a new way of seeing the athlete and their action. Bikes and boards, progression and expression, friends and fun… We do this type of work all day and love it.
