Speculative launch study • Narrative launch
The Moment
This concept explored Nike not as a product brand, but as a catalyst for decision.
The risk wasn’t performance.
It was the moment before action.
The Force
Self-doubt was externalized — fragmented into pursuing silhouettes.
The protagonist remained deliberately vague, allowing viewers to project themselves into the story.
The conflict wasn’t competition.
It was hesitation — the only barrier that matters at scale.
The Launch Expression
This concept treats hesitation as the true antagonist.
The film begins underwater — falling, weightless, disoriented.
The protagonist runs through shifting environments, chased by inner selves.
Intercut sequences show training, strain, repetition.
At the midpoint, motion stops.
A pause. Reflection. A mirror shatters.
The final act cross-cuts decisive moments:
- a basketball dunk
- a football strike
- a leap into open space
The film ends on one line:
Take the leap.
Just Do It.
Why this Mattered
The campaign doesn’t introduce a product.
It introduces a state of mind.
As a launch concept, it reframes Nike around the psychology of choice — establishing belief before instruction.
Every launch chooses what to reveal — and what to withhold.
*This is an interpretive launch study, not an official Nike campaign.
