McDonalds x Nike: Devin Booker
Brand
Date
May 2026
Description
This collaborative campaign from McDonalds and Nike spotlights basketball star Devin Booker in a stark, desert setting. Directed by the team at Wieden+Kennedy New York, the project leans into a documentary aesthetic that prioritizes candid movement and environmental texture. The film employs handheld camera work and lo-fi techniques to maintain a raw, unfiltered perspective. With significant contributions from SCHOFIELD'S FLOWERS and post-production work by Mackcut, the piece balances the athletic focus of the subject with an analogue film quality captured under natural light.
Style
Documentary, Vertical, Grainy, Raw
Techniques
Analogue / film, Natural light, VHS / lo-fi
Industries
Color
Pure White
Jet Black
Background
Desert
Context
Brand Film / Corporate Video
Associated creatives
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