Man, the creative direction you've done for Nike Mad Ready looks epic
The Nike Mad Energy pack was the first flagship pack of Nike’s 2025 agenda, meaning that the creative direction of the shoot had to be striking. Globally, the pack needed to stand out against competitors adidas, who had gained a significant market share in 2024.
The intention was always to portray the Nike Mad Energy training and goalkeeper range in the best way, which lends itself perfectly to working with professional models. By using a combination of model photography and studio product photography, we were able to generate strong longevity for the campaign, combining several of the final assets to deliver marketing comms for the entire Nike Mad Energy pack.
The shots have with our model have come out really well
I was greatly inspired by fashion for the creative look of this art direction job. Working with the model and Photographer Rob Passmore, the art direction during the shoot took more abstract angles and unapologetic poses than your standard performance football shoot.
This creative direction has paved a new standard for Pro:Direct Football. The model shoot with me has proven to work as direct inspiration for Pro:Direct’s studio photography, especially when utilising a model to show off the entire range.
Here’s some ideas, moodboards and prep work that prompted overall creative direction for the Nike Mad Energy pack by Samuel Murray a.k.a Eyebrowse.
