The uber-hip directors' collective took a break from motion graphics to create a stunning pair of large-scale static images for Nike’s stores internationally, promoting customizable trainers.
New York-based directors collective Hush may be best-known for motion work but its most recent project for Nike saw it creating static artworks on a grand scale.
The company created two full-height, ten-foot-wide wall coverings highlighting the shoemaker’s NIKEiD service, which allows customers to create their own customized versions of Nike’s trainers.
The artworks can currently be seen in NikeID and Niketown stores across Europe and the US – including the Niketown store in London.
Hush had already worked with Nike on a number of projects, so it was brought in at the pitch stage by Nike’s design director, Manny Bernardez.
However, the team was well aware that it was up against other firms who had much stronger relationships with the sportswear giant.
“We knew we’d be up against a roster of high-calibre talent with whom Nike regularly collaborates, so it was imperative to make a statement with our presentation,” explains Hush co-founder and director David Schwarz.
“We presented more than ten visual concepts... and in the end, Nike gravitated towards two of them, even though the project initially called for only one.”