Client: Nike Brazil
Nike Brazil was seeking an innovative way to make market data tangible and visualize it for a presentation to the US board members, enabling them to grasp the intricacies of the Brazilian market and make informed future decisions. The objective for the team at Nike Brazil was to deliver a top-tier presentation and create something internally unprecedented in this context.
Culture and lifestyle are best understood by experiencing them firsthand. Our intention was to transport the board members to the feeling of roaming the streets of urban Brazil, all without them having to leave the meeting. A stark contrast to a conventional keynote with infographics – an experience.
We proposed an exhibition in which we would weave in the research data and predominantly showcase analog photography, tangible and authentic – providing a profound insight into culture.
The layout and elements for the exhibition are the result of the hands-on process, working in a creative flow on an exhibition model from the first day on. Client meetings on the project gathered everybody around it, and changes were made live in the model.
Transforming Data into Vision
We embarked on a journey of conversations and portraiture. Engaging with young people, we met skateboarders, visited streetball games, and found ourselves in the midst of a nocturnal breakdance battle on São Paulo's streets. We traveled to Rio de Janeiro, went surfing and ran along the coastline of Ipanema, immersing ourselves in street culture and experiencing where Nike’s products are used. We even brought in some of the street artists we met to fill the exhibition space with tags and graffiti. The exhibit was titled "It's All Ours."
In collaboration with Nike, we decided to work with fine art and portrait photographer Marcio Simnch. Marcio predominantly employs analog cameras in his work, whether it's the 4x5 format, medium-format, or Polaroid. His remarkable approach to capturing urban life and textures, coupled with documenting youth culture, were the key reasons behind entrusting him with this project.