Nike – All Grit No Brakes.

Identity design and art direction for the launch of Vini Jr.’s Mercurial Xoom Vapor 16 Elite campaign, translating its energy into a bold visual system built around speed, grit and relentless momentum.
While attacking flair players are often defined by either speed or skill, Vini Jr. brings something different: relentless drive and ruthless efficiency. No stopping. No half-measures. That became our positioning: All Grit. No Brakes. We cast Vini Jr. as the driver in a high-octane, petrol-fuelled getaway film, drawing from the raw visual language of car culture: neon haze, souped-up engines, street racing and full-throttle drifting.