Nike has unveiled the Never Done Playing brand campaign identity in collaboration with creative studio Burn & Broad. Burn & Broad's co-founders, Eugene and Vicente, describe it as 'entering an imaginary world full of play, laughter and fun'. Combining live-action footage shot by Soursop with typography and 3D graphics by Brun & Broad, the campaign expresses children's ever-changing imagination and creativity.
Typography is cool with a frantic, fun feel. The 3D expression of unique textures that are hard to find elsewhere is also eye-catching. The unique clay-like texture stimulates the imagination of human hands. In many ways, it is a pleasure to see it as a new style attempt.
