Case study
Nike
A Nike concept built entirely in AI. Raw characters, street energy, and a short film. No cast, no crew, no studio.
The brief
A proof of concept for what Nike campaign production looks like without a single real asset. We built the entire visual world from scratch: characters, environments, a concept film, using AI. No casting. No crew. No studio. Just a brief and the tools.
8
Character portraits
1
Concept film
0
Shoot days
01. The Concept
Street energy. No street required.
The brief was to show what a Nike campaign looks like when it's built entirely in AI, not polished CGI, but raw, lived-in energy. Characters that feel like they've been somewhere. Imagery with weight to it.
We worked from the brand outwards: the culture, the aesthetic codes, the kind of athlete Nike actually speaks to. Everything generated from that direction, not from a prompt, but from a point of view.
02. The Assets
Every image, AI-built.
Each visual generated to feel unpolished by design. The grain, the lighting, the composition, all calibrated to look like a real shoot that wasn't supposed to surface. AI that doesn't look like AI.
03. The Film
Just Do It. No studio required.
The concept film brings the assets into motion. Produced entirely with AI video tools. No location, no crew, no casting.
Built in AI. Feels like contraband.