Nike: Campaigns, Culture & Brand Experiences

Campaign

2018

At R/GA Buenos Aires, I worked across a series of Nike Argentina campaigns and brand experiences that connected sport, culture, retail, digital platforms, photography, and physical activation. These projects gave my team and me the opportunity to translate Nike’s global brand direction into locally relevant campaign systems — designed for the streets, stores, events, social channels, and cultural moments shaping the Argentine market.

Across these campaigns, my role moved between visual design direction, art direction, campaign systems, photoshoot direction, digital experience design, and collaboration with production partners, creative developers, photographers, and internal teams. The work reinforced my approach to creative direction: building systems that are visually distinctive, culturally connected, and flexible enough to scale across multiple touchpoints.

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Air Force 1: From Icon to Local Campaign System

For Nike Air Force 1, my team and I developed a visual identity system that became the foundation for a broader campaign rollout across Nike Argentina. What began as a design direction expanded into a multi-touchpoint campaign including custom websites, communication banners on Nike’s Argentine website, influencer photography, product shots, retail assets, and brand event materials.

I worked across visual design direction, art direction, photoshoot production, campaign asset development, and digital execution, helping translate the cultural relevance of Air Force 1 into a campaign system that could live across Nike Argentina’s digital channels, flagship stores, and brand experiences.

Jordan in Buenos Aires: Basketball, Street Culture & Self-Expression

Jordan carries a cultural meaning that extends far beyond basketball. It sits at the intersection of sport, street culture, fashion, music, attitude, and self-expression. In Argentina, where football often dominates the sporting landscape, basketball has a more specific but deeply passionate cultural presence — shaped by local courts, athletes, creative communities, and people who connect with the sport through both performance and style.

At R/GA Buenos Aires, my team and I developed a visual identity for a Nike Jordan campaign that translated this global brand energy into a local campaign world. The work expanded into custom websites, communication banners on Nike’s Argentine website, athlete interviews, influencer and athlete photoshoots, product photography, retail assets, and event communications.

My role covered visual design direction, art direction, campaign system development, digital design, photoshoot direction, and collaboration with internal production teams and external photographers. The result was a campaign designed to connect Jordan’s global legacy with the visual language, rhythm, and street-level energy of Buenos Aires.

VaporMax: Turning Air into an Interface

To celebrate the launch of Nike VaporMax, we transformed the shoe’s key innovation — a 100% air-filled sole with no additional physical support — into an interactive retail experience. The installation centred on a 10-foot-long physical sole displayed for a full month at Nike’s largest flagship store in Latin America.

Using Leap Motion technology, we created an interaction model that allowed visitors to move and control the air-suspended sole with the motion of their bare hands. Air became the interface: a way for people to explore the product innovation from every angle without touching a screen.

I worked closely with creative developers and production partners to bring the installation to life, connecting product storytelling, spatial design, 3D, motion, interaction, and retail experience. The activation generated strong real-world engagement inside Nike’s Buenos Aires flagship store and created additional social media amplification around the launch.

World Cup 2018 Through Nike Athletes’ Perspectives

During the 2018 World Cup, Argentina’s national team was sponsored by a direct Nike competitor, creating a strategic challenge and a creative opportunity. Instead of focusing on the team as a whole, we built a digital activation around Nike’s Argentine athletes and their individual perspectives.

The campaign was designed for the athletes’ social media platforms, where they shared custom videos expressing their personal relationship with the tournament, the sport, and the cultural moment around them. I led the photoshoot direction and conceptualised and designed the social visual identity that framed the activation across digital content.

The work allowed Nike to participate in the World Cup conversation through the voices, stories, and presence of its athletes — creating a social-first campaign that was culturally relevant, flexible, and built around individual expression.

Together, these Nike projects show a broader creative direction practice shaped by campaign systems, cultural relevance, production craft, and multi-channel execution. From sneaker launches and athlete-led social activations to interactive retail installations, the work connected Nike’s global brand language with the local energy of Argentina — translating product stories, sport culture, and community moments into digital, physical, and social experiences.