Nike — Take the Leap
A speculative launch study for Nike.
The risk wasn’t motivation — it was hesitation.
By pausing before action, the concept establishes belief before instruction.
Less Oddinary — Streetwear
A streetwear brand launched without explanation.
The risk was silence — not confusion.
By leading with belief instead of product, Less Ordinary built identity before demand.
MuscleBlaze — Wrath X
A high-intensity pre-workout launched into an already loud moment.
The risk wasn’t attention — it was dilution.
Wrath X chose dominance over explanation, ensuring it was felt before it was understood.