The ethos of Just Do It is in Colossal’s DNA. So when Nike floated the idea of creating a multicultural, painted spectacle promoting the launch of the Nike x sacai Magmascape collection, we were thrilled to accept the challenge.

Nike’s reputation for pushing creative ambition to the limits rang true as this was no ordinary advertising campaign. Our collaboration was a multi-media, global takeover with a single Bushwick mural at its core. Deliverables included an awe-inspiring video production, stylized talent and product photo shoots, a limited edition zine for Nike’s VIP network, a pop-up exhibit in Tokyo, and no shortage of hype for the newly released product line.

To realize this grand ambition, Colossal’s crew embarked upon extensive, specialized training to execute the final brushstrokes of the mural while rappelling down the building facade in bosun chairs, precisely as the sun set over the NYC skyline. Nike also stylized both painters from head to toe, creating a gritty, futuristic theme that carried over through every touchpoint of the product launch.

The results of this undertaking were considerable. The release took over social media, where Hypebeast press outlets linked to Nike’s product pages showing the BTS photography from the mural execution. The video edit, which pushed aesthetic boundaries, was shared widely throughout creative and fashion circles around the globe. The bold, process-as-content strategy paid off big as the campaign won a Gold OBIE in the highly competitive, Integrated Multi-Media category. Rest assured, the world Found Out.

THE VIDEO

THE ZINE

The Nike x sacai Zine. Shot on location in Brooklyn, NY by Cole Barash and Nayquan Shuler. © Nike & Sacai 2023.