IF PLAYING BECAME ABSENT
A CYNICAL WORLD WOULD BE THE PROBABLE outcome

This brief was set by Nike as a means to discover new materials, design and narratives to encourage future sustainability within the footwear industry.

The project I produced is a conceptual and visual narrative about reusing our toys of the past to recreate materials of the present.

With this campaign I produced a promotional video incl animations, a promotional look-book and some footwear prototypes.

inspired by materials that we feel a connection to

This concept is about reintroducing the idea of playfulness back into sustainability to make materials of the past attractive. 

To reconnect people to their past waste and to display how waste can be used in a constructive and playful way. 

The idea was to bring back materials to see them as things that we have a connection to. By using our childhood reference it brings back a sense of naivety and playfulness in relation to materials that we see as old and re imagining them as something that we are connected to and have a potential to use.

Invoking our creative inner child.

Material process

Taking inspiration from the concept I sourced out different materials that we associate as old toys and repurposed them. Using footballs and basket balls for their rubber to recreate soles of shoes.

Also finding different sports wear to be used as the material and body of the footwear.

There were many different possibilities of how to expand this creative idea and use different toys for different features. Making really playful designs and ideas for footwear.

Looking at how we can re-invision materials for a new purpose.

nike hq

This project was exhibited at Nike Headquarters in Oregon as display for new innovative shoe design concepts.