NewJeans x Nike
Creative Director
Los Angeles and Seoul, 2024
CAMPAIGN
For the Nike AirMax 90 LV8 campaign featuring NewJeans, the goal was to create a campaign that felt dynamic, authentic, and culturally relevant for a global audience. The creative team showcased Nike’s new platform AirMax’s through a youthful, Gen Z lens, blending organic social content with high-impact editorial stills to maximize engagement across digital platforms.
PROCESS
Researched early 2000s pop culture, music, and fashion while aligning with NewJeans’ brand identity to shape the campaign strategy. Led the creative team in developing the campaign playbook, covering editorial direction, graphic design elements and typography, set design, styling, and social-first content for IG and TikTok. Worked closely with NewJeans’ styling team in Seoul, directing the editorial and video shoot, with a fast turnaround for global launch alongside the Nike Air Max LV8 release.
IMPACT
10M+ views across Instagram and TikTok within the first week.
Nike’s official post garnered 2M+ likes, with viral user-generated content and fan edits amplifying reach.
Featured in Hypebeast, Highsnobiety, and Vogue Korea, praised for its authenticity.
Billboards in Seoul (Hongdae, Gangnam) and Singapore (Orchard Road) and global in-store fit outs.
Creative Director: Claudia Brand
Art Director: Fenn Paider
Executive Producer: John Jester
Account Manager: Amy Juarez
Local Producer: Hamin Kim
Line Producer: Katie Kang
Director: Claudia Brand
Photographer: Fenn Paider
DP: Jimin Yeom
AC: Hyungmin Kim, Sunghae Baek
PA: Judy Choi, Elton Kim
Gaffer: Hyunjin Kim
Electric: Suwook Ryu
Electric: Sihoo Yoo
Sound: Jongchae Sohn
Production Designer: Hyekyung Hwang(Tone N Gray)
Art Team: Kyunghwan Hwang, Geunah Kim
Translater: Hyewon Nam
Security: Baeksan Soh, Hyunchang Lee, Insun Ham
Nike Global team:
Gabby Bevillard
Allison Harvey
Gino Woo
Hair Stylist: Jihye Oh
Hair Stylist: Suyeon Kim
Make-up Artist: Hyojung Kim
Make-up Artist: Nageom Lee
Make-up Artist: Eunbin Kim
Stylist: Yumi Choi
Stylist: Jieun Park
Stylist: Seoyoon Choi
Stylist: Rageom Lee
Agency: Recess Studios
Production: Aim Studios