Here’s an insight into the process of creating an advertising image to brief. I’ve included the concept sketch, brief, final reworked ad, and the unedited selection I submitted to the client.
This was shot in May 2009 and will be rolled out across 500 European stores this month.
Client: Nike + Footlocker
Agency: Nitro – nitrogroup.com
Model: Pip Andersen PIPTRIX
Brief: “Create dramatic, striking visuals showing young sneaker enthusiasts enjoying some Air time – time dedicated to their Air Max 90s. Our model will be presented wearing the new Air Max 90s against a bright summer sky, highlighting the bright white and orange colourway of the new shoes.
Shot on location. We want to keep things rougher around the edges, keeping everything in camera ideally, with the minimum amount of retouching. Everything will be in an urban location, with downtown scenery in the background.
However, the sky will be dominant blue, no doubt with the occasional cloud, but nothing to detract from our model. The shoe and the shirt will be the focus, the white standing out boldly against the sky. The sun is bright and summery and will provide strong light that will make the overall shot even more dramatic.”