Nike
Mingyu Du, a ceramic artist based just outside Cambridge, partnered with Raft to create a film that introduced her work ahead of her exhibition at Churchill College at Cambridge University.
Project
Client
Duration
Year
Día de Muertos collection launch across four product lines
The brief required more than product content - it needed cultural authenticity, emotional resonance, and poetic vision to honor the tradition. Three elite athletes. Shot in Mexico. Tight launch timeline.
Directed by Alexis Gómez, Latin Grammy-nominated filmmaker
Using Sprint II as the base, we expanded scope for Nike's cultural campaign. One shoot day in Mexico across four product lines and three elite athletes.
Raft collaborated with Alexis Gómez - Latin Grammy-nominated filmmaker - to bring poetic direction to the collection launch. His craft captured Día de Muertos tradition - cempasúchil flowers, family, memory - through intimate performance content.
Dual video and photography capture. Fixed scope protected creative vision from committee dilution. 100+ assets delivered for global launch.
100+ assets featuring Gómez's authored direction
Cultural authenticity maintained. Emotional resonance achieved. Delivered on time for global launch.
Proof that Sprint II accommodates visionary directors, not just fast execution.
Behind the
Scenes
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