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Ultra | Our work

Field General. Rewriting today's field of play.

The Nike Field General shoe is an icon of American Football, worn in the 80’s and 90’s - reinvented for a new generation. To launch the shoe through the Nike SNKRS app, we created story-driven and editorial content that spoke through the lens of a different type of athlete. Content that delved into creating connection through outdoor crotchet with @crochetcookey and obsessing and archiving sneaker culture with Sam Le Roy, editor of @hardcopy. From American football pitches to today’s modern urban spaces, now, the Nike Field general represents the pursuit of different ambitions.

SNKRs - Field General

"We add context to footwear. We call it an encyclopedia of culture" 

Oro. Brand Invention.

Creating a brand that brings emotion and connection to your world. The future of luxury home. 

From the foundation of Mesh Home, we developed a new consumer brand that transforms your space into a living, breathing, smart home experience. Originating from the vast symphony of sounds and harmonies, ORO took inspiration from an orchestra. Embodying a sense of meticulous organisation and harmonious synchronisation.

We created the brand name and identity, with a symbol that represents the many movements and waves of life. A single shape, that builds and shapes around itself. Representing a connected world with you at the centre. The new identity was rolled out across web, app, digital and ooh.

Welcome to Oro

Haaland. Become Inevitable. 

Some are unbelievable. Some are unpredictable. Some are unplayable. Only one is inevitable. Ultra partnered with Nike Football to launch the Erling Haaland Nike Phantom GX.

Main headline

Footballer Erling Haaland is like a storm. Beautiful to see, terrifying to feel. On the pitch he’s a force of nature. To launch his first ever Nike boot, we created a campaign that highlighted his inevitability in front of goal. Using the perfect analogy for a boot rooted in his Norwegian roots – the north sea. We used this to create the feeling of what it would be like to confront such a force. Authentically capturing rising waves in Norway to juxtapose Erling’s unstoppable instinct in front of goal. The result is film that encapsulates a finish from the world’s greatest number 9.

You know it’s coming. You can’t stop it.

Rationale

Maserati. Spark The Next. 

The Ghibli Hybrid is Maserati’s first step into an electric future. We needed to reimagine the car launch formula to create impact and reignite the brand that was inline with the latest innovations in automotive.

Hybrid car marketing is well-trodden. 'Spark the Next' focussed on the cultural and creative hybrids, who would ignite tomorrow. We began with teasers that ignited Maserati Tower, then launched with a film that sparked the attitude with a live digital launch.

A car launch charged with audacity.

Tower Strike

Teaser 

Trident Teaser

Tower Bridge Timelapse

Air Max Day: Style My Boot.

The release of the Air Max DN needed a moment to launch in the UK that was rooted in it’s 90’s inspired roots. We created the DN Car boot – an exclusive event that took place during Air Max day. To the launch the event we wanted to create a statement that was as surreal as the Air Max DN themselves. 

We worked with London Ghanian artist Soldier to pimp a car like never before, wrapping his whip in “Ghana must go” shopping bags. These bags carry profound stories related to immigration in West Africa, tales of uprooted people on the move in search of a better life, which resonates with Soldier's own story of moving to London from Lagos. We created an AV to launch the event as well as having the car on display at a car boot event in east London – imbued with an attitude that is in his DNAir.

It’s in your DNAir.

Don't Fit In. Fiture. 

Around a mature and crowded fitness market, Fiture required a fresh and impactful approach to break through to the US. We rooted the creative strategy in gymtimidation and fitness cultish tendencies to develop a disruptive and fun brand narrative.

‘Don’t Fit In, Fiture’ enabled Fiture to speak to what stops people from starting or sustaining their fitness journey in an irreverent, culturally relevant and topical manner.

Off the brand narrative we created content for media including TV advertising to successfully drive up sales and conversion.

Do your own thing. 

Rashford. Better Believe It. 

Better Believe It. Marcus's unwavering self-belief has made him dangerous. We created the 'Better Believe It' integrated campaign with iconic devilish energy, nodding to Marcus’s club Manchester United. 

When you believe in yourself...

Two Column Media - Images

Full Screen Media - Image

Two Column Media - Videos

Marcus is as much known for his work off the pitch as he is on - but a good image won’t sell his first ever Nike collection. We worked to bring to life his unwavering sense of self-belief while adding edge to his positioning as an athlete. The truth is that while Marcus may be an angel off the pitch, he’s a devil on it - accumulating in the ‘Better Believe It’ concept.

We produced the Visual Centre including film and stills that spread across Nike social channels, billboard and retail. To add extra flavour, we got Manchester’s own MC Meekz to VO the film. Hypebeast, Soccerbible and Versus picked up the story. And the results followed – 180% over planned sell-through and demand and 35% above content benchmark on Nike Socials.

Always On.

Inspiring movement is an everyday endeavour. Our challenge was to develop a fresh approach to editorial and product content across the seasons and throughout the Nike ecosystem.

Executions ranged from 'Tested By You' content (using real women to test out Nike's latest products), product specific storytelling stills and AVs, Coaches Tips and 'Life Well Balanced' content (showing the highs and lows of balance within mindfulness and movement).

We utilised a female creative team and production crew to ensure authenticity and representation throughout the campaigns.

Mindful movements, for her journey.

United We Sweat.

Gymshark is built by the fitness and conditioning community. But this is a brand that has been unfairly associated with a superficial image of fitness. To many, working out can be intimidating. We were asked to shift the perception to better reflect their inclusive beliefs and unify their brand point of view. 

United We Sweat champions how diversity and unity through fitness and sport enables us to overcome the bullshit the world throws at us. Moving away from beautiful bodies and bulging biceps, by showing how fitness connects us all; no matter how different we are, or what we face. We were tasked with creating the brand anthem and global campaign that featured protagonists from a spectrum of sport and fitness. Each with their own unique story that proves that alone you can only go so far, together is what takes us further.

When the world wants to pull us apart, we pull together. 

Gymshark. United We Sweat.

Phantom GX: More Precision. 

To launch the new Gripknit innovation and Phantom GX boot globally, a fresh take was needed to resonate with a new generation of footballer.

By showing what ‘More Precision’ unlocks, our concept elevated why this boot is extraordinary beyond just the product innovation. Putting it into culture where Nike’s audience would see it, led by England national hero Ella Toone. Each sequence focusing on a creative expression that comes with a high precision boot – More Moves, More Chill, More Service.

The Phantom GX has been dubbed the Nike's most successful football boot launch to date with retailers selling out of stock within 24hrs.

Precision personified. 

More Moves

More Service

More Chill

Gazelles: Freak By You. 

Nike challenged us to disrupt the EMEA basketball and sneaker culture with the Zoom Freak 3.  We developed Freak By You, a concept that allowed us to bring in basketball communities, like The Gazelles and SBB, and tell their stories to inspire future ballers to play and reflect their attitude through Nike By You. 

We collaborated with the Gazelles to create their campaign assets across nike.com and Nike apps, their very own customisable shoe, plus a bespoke zine that authentically repped their Freak mindset. 

Game as unique as Zoom Freak. 

Gazelles: Freak By You.

Birthplace of Dreams. 

Jordan Beyond Uniform China Launch: New dreams from a new generation.


Beyond Denim. Beyond Uniform. We helped Jordan launch a new style of denim streetwear in China, inspiring the new generation to follow their dreams no matter where it takes them. Repping the new wave of denim,  ‘Birthplace of Dreams’ is a campaign featuring Chinese creatives living in London who are pushing their style and creative practices on an international level. 

Never stop dreaming. You never know where they may take you.

Birthplace of Dreams.

Here for the Heat.

This summer isn’t about dream getaways. It’s about making dreams real. One that doesn’t put its feet up, but turns it up. Our goal was to create a campaign that fuels the summer of celebration, through meaningful storytelling, photography & AV that inspires movement and play in the heat of the moment. 

Summer looks to turn up your game.

Find Your Pegasus.

To celebrate 40 years of the Pegasus Nike running in EMEA we needed to extend the global ‘The World Runs in Pegasus’ concept with a locally focused experience and campaign. One that would work for runners and 'non-runners' alike across the various markets.

We came up with ‘Pegsonality’, encouraging audiences to identify their running personas. Introducing the Pavement Pounding Pro, Inner Peace Pacer and others - these characters became friendly run mascots anyone could relate to.

Mixing a retro feel and a female focused POV we engaged the audience via a Tik-Tok filter test.

To compliment and drive to the test we engage the viewer by seeing Dora from Ultra Black Running go on a journey of discovery. An AV piece following her usual 5k run, but this time with a variety of surprising faces along the way.

Discover your Pegsonality with 40 years of an iconic shoe. 

Gift Greatness.

The perfect gifts are the ones that inspire others to give more of themselves. A basketball is a chance to find an obsession, connect with a team, and chase a dream. A pair of Pegs are a way to try a 5k for the first time. A matching set could be the confidence they’ll need to show the world who they are. Long after the holidays, it’s the gifts we’re giving that help them feel like living. Gift Greatness was the concept we created for Nike’s holiday campaign. Inspiring others to buy the gifts that would move their loved ones for Xmas. We captured 24 images across all categories from running to skateboarding, football to dance, each against warm, holiday hues – juxtaposed with epic movement that highlights the greatness sport can achieve. Dynamic motion. Cozy feels. Gift Greatness.

Greatness is the gift that keeps on giving. 

Let there be Lions.

England’s women team win at the Euros changed the world of football. Launching the new men’s national kit for World Cup would take place in very different context than any before it. As a stage for the unveil we build the The Lions mode cube in the heart of Nike Town. Using a mirrored interior we projected custom animations in the cube, creating an infinite display of design inspired by England kits past and present.

An immersive kit launch for England's Lions. 

Meesseman. New Perspectives.

For a new generation and Emma Meesseman, there is no blueprint for 'making it' or what happens to you when you do. We told Meesseman's grassroots story of growing up in Ypres, Belgium, juxtaposed with her on court accolades, eulogised by ESPN commentator Christy Winters-Scott. A ‘Ying and yang’ tale to inspire the next generation that you can fly high, but stay rooted.

Fly high, stay rooted.

"YOU DON’T HAVE TO ACT LIKE A CERTAIN PERSON, OR COME FROM A CERTAIN PLACE TO REACH YOUR DREAMS"

PSG Kit Launch: Out Of This World. 

PSG’s 4th kit collection is a unique collaboration with Jordan. This moment in the football calendar needed more than a normal kit launch, it needed a moment that stops players and gamers in their tracks.

Don’t just reveal the kit for the game. Reveal it in the game. Launch the kit in FIFA21 with all the swag and attitude that connects three iconic brands.

Three World’s. Same energy. We created a film fused with an ‘Out of this World’ mindset and cosmic, urban, energy that flows through Parc de Princes and the streets of Paris, in the game and out of it.


Don’t launch a kit in our world. Launch it in theirs. 

Giannis: No Hoop is Too High.

When the world sees you only as the uniquely gifted physical athlete you are, how do you inspire beyond what you do on the court.


The Giannis Academy - a place where the basketball is not just about how you shoot or pass the ball. A place where life and the game are the same. A community where we learn from each other and everyone can find belonging, through the game.


We told the story of Giannis' purpose behind his academy and how it’s was the perfect place for him to inspire people from anywhere and any background to find belonging, be open minded and reach for their dreams.

One thing can inspire the first of many.

Hero Video

"Everyone has their own story, their own life, their own skin colour ... when we're all together, we always learn something new."

Sport is Never Done.

Being in the moment means getting ahead of them. We worked with Nike to identify upcoming key sporting moments across categories, athletes, teams and tournaments and developed how the brand should show up in real time.

Heroing the athletes and teams pushing the boundaries of their sport. From Barça Femini breaking the record of attendance, to the marathon GOAT Kipchoge completing the fastest ever 6 star finish. We created a narrative and point of view for each story and moment ahead of time. We then worked live to create the most authentic assets to go out within hours of each event.

When Athletes move, we react. 

Hegerberg: Play with Love.

"You don’t have to change who you are to change the game."

When the world and football was on hold, we provided a reminder that the ball is the common language that connects us all. A love letter to the game that inspires us to come back stronger. It all starts with love and the ball at our feet.

The World’s most impactful footballer on the planet, Ada Hegerberg, has achieved it all. She writes a letter of inspiration to a young girl, Hafsa, who was like her. And gives her a gift - that will help her set the world a light.

Dear Hafsa — A love letter to the game. 

"When I first fell in love with the ball it was like a light that brought joy and never stopped shining."

London Unlocked.

Connecting London through Nike membership experiences. From training sessions with Chelsea coach Emma Haynes, to product upscaling with Greater Goods, we created a series of unique experiences that put Nike Members at the heart of the brand world. Unlocking exclusive access to sport and culture in the city like never before and fueling the ultimate FOMO.

Giving London the keys to Nike

 London Unlocked.

Move with Meaning. 

Vaha is a digital fitness mirror that tracks movement in real time to push you further. ‘Move With Meaning’ became the anchor for brand creative, trainer and product content for breaking into the UK market. Redefining the possibility of how we move, to enable us to become fitter, faster stronger. Every movement measured to reach your maximum potential.

An anthem was at the center of the campaign that described the ‘Vaha feeling’. That feeling of when you move the right way, everything just flows. Alongside this we created a visual lexicon written by the flow of movement itself that formed the heart of the brand identity.