Freelance ART + CREATIVE DIRECTOR
Product Launch Creative
Early in Mikes career, he was approached to create the initial concepts and collateral for the launch of the Nike Shox. Due to the wide demographic of Nikes consumer, and the extensive research of those utilizing highway travel that year, Mike concluded that his best execution would be to launch on the highway. His thought, to tie the two together - Need Shox? Sparking curiosity and creating “Shox value”.
By using the highway billboard as the first platform [before SM] and play on car shocks, Nike could target a wide array of its current consumers - while also questioning them on their personal life. Car Shocks = Nike Shox, a subliminal message. Subliminally tying “Car Shocks” to the “Nike Shox”, Nike could create intrigue, and, at the same time use that concept to question and warn the consumer of their current vehicle condition. Creating a lasting impression.