Nike briefed us to launch their Move to Zero initiative—their plan to move to zero carbon and zero waste to help protect the future of sport—with a campaign that would engage the fast fashion-loving ASOS customer. We commissioned Troy Westwood to street cast 29 stylish subjects from across London, each doing their bit to live more sustainably. We shot each of the talent at the tail end of lockdown, wearing Nike HO20 sneakers in their own environments. As well as the main stills shoot, we created video for paid social and a series of social activations that lived across ASOS’ channels, to dig deeper into the sustainable storytelling in a way that would engage the ASOS customer.
Credits: Art Direction
Photographer: Conor Clinch