Strategy and Concept
Strategy and Concept

Tasked with concepting the new collaboration between Yoon Ambush and Nike, I did a deep dive into Yoon’s history to find out what unique POV she not only brought to her own work, but to Nike as well.

She is deeply passionate about human potential and sport, and I wanted to utilize those two things in a combination that had never been seen before. Yoon mentioned that she is an athlete in her daily life, which inspired our concept “The Creative Athlete - When your grind is your workout”. A celebration of those working behind the scenes to create the beautiful content that only ever gets seen in its final, perfected form.

We planned a typical campaign-level photoshoot, but captured a shoot within a shoot, combining those hero lookbook assets, with a sneak peek at what happened behind the scenes to actually bring those photos to life. I felt it was a really authentic way to bring Yoon’s world to Nike, in a way that was beneficial for both - to widen the aperture of sport.

Shot by Hart + Leshkina.

Styled by Ib Kamara.

Strategy and Concept
Strategy and Concept

Shot by Hart + Leshkina.

Styled by Ib Kamara.

Strategy and Concept
Strategy and Concept

Shot by Hart + Leshkina.

Styled by Ib Kamara.

Strategy and Concept
Strategy and Concept

Shot by Hart + Leshkina.

Styled by Ib Kamara.

Strategy and Concept
Strategy and Concept

Shot by Hart + Leshkina.

Styled by Ib Kamara.

Strategy and Concept
Strategy and Concept
Strategy and Concept
Strategy and Concept
Strategy and Concept
Strategy and Concept

Tasked with concepting the new collaboration between Yoon Ambush and Nike, I did a deep dive into Yoon’s history to find out what unique POV she not only brought to her own work, but to Nike as well.

She is deeply passionate about human potential and sport, and I wanted to utilize those two things in a combination that had never been seen before. Yoon mentioned that she is an athlete in her daily life, which inspired our concept “The Creative Athlete - When your grind is your workout”. A celebration of those working behind the scenes to create the beautiful content that only ever gets seen in its final, perfected form.

We planned a typical campaign-level photoshoot, but captured a shoot within a shoot, combining those hero lookbook assets, with a sneak peek at what happened behind the scenes to actually bring those photos to life. I felt it was a really authentic way to bring Yoon’s world to Nike, in a way that was beneficial for both - to widen the aperture of sport.

Shot by Hart + Leshkina.

Styled by Ib Kamara.

Strategy and Concept

Shot by Hart + Leshkina.

Styled by Ib Kamara.

Strategy and Concept

Shot by Hart + Leshkina.

Styled by Ib Kamara.

Strategy and Concept

Shot by Hart + Leshkina.

Styled by Ib Kamara.

Strategy and Concept

Shot by Hart + Leshkina.

Styled by Ib Kamara.

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