Nike: New York State of Mind
Brand
Date
Jun 2026
Description
Nike’s New York State of Mind captures the nocturnal pulse of the city through a cinematic lens. The campaign leans into a gritty aesthetic, utilizing low-key chiaroscuro lighting to silhouette subjects against the ambient motion of urban traffic and flickering city lights. The project was developed in collaboration with agency Wieden+Kennedy New York, with production handled by Superprime Films. Post-production and visual effects were managed 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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