Nike
New York State of Mind
Brand
ProjectNew York State of Mind
Date
Jun 2026
Description
Nike's 'New York State of Mind' campaign captures the energy of nocturnal urban environments through a series of dynamic, cinematic sequences. The project focuses on street-level movement, utilizing low-key chiaroscuro lighting to define the gritty atmosphere of a city at night. Developed by agency partners Wieden+Kennedy New York, the production was led by Superprime Films. The visual edit incorporates heavy atmospheric grading, with post-production and VFX handled by Joint and Company 3 New York.
Style
Horizontal, Cinematic, Gritty
Techniques
Low-key / chiaroscuro
Color
Jet Black
Navy
Background
Street
Context
Advertising Campaign, Brand Film / Corporate Video
Associated creatives
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