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Man running along the beach in Rio de Janeiro, wearing Nike running gear, capturing the essence of athleticism and lifestyle for Nike's brand experience case study.

Agency: Pharus 

Client: Nike Brazil

Brand Experience

Transforming Data into Vision

To help Nike Brazil communicate the intricacies of its market to U.S. board members, we proposed something unexpected: a spatial experience over a traditional presentation.

We transformed data into a visual and emotional journey — blending analog photography, cultural cues, and lived insights from the streets of Brazil. The result was an exhibition that brought research to life.

From day one, we built the concept hands-on, shaping layout and messaging through a shared physical model. Client meetings became collaborative sessions, with real-time changes made directly in the space.

We engaged with Brazil’s youth through portraiture and open conversation — from breakdance battles and streetball games in São Paulo to surf sessions and running culture in Rio.

This journey shaped the narrative for Nike Brazil’s exhibit, It’s All Ours — a raw and immersive space co-created with local street artists, capturing the culture where Nike lives and moves.

Immersive Journey
Brazilian graffiti artists creating vibrant tags on the walls of the Nike HQ exhibition, adding an authentic street culture element to the brand experience.
Night-time breakdancing in São Paulo, exploring Nike's connection to the city's dynamic energy.

For this project, we invited fine art photographer Marcio Simnch to join the journey. Known for his analog practice and sensitivity to urban textures and youth culture, Marcio brought a distinct perspective — capturing the spirit of the streets with 4x5 film, medium format, and Polaroids.

His approach added depth, care, and authenticity to the visual narrative.

Collaborative Lens
Exhibition opening graphics displayed at the Nike HQ, introducing the immersive brand experience and setting the tone for the cultural journey.
Close-up of an analog photo showcasing Brazilian street culture, part of the Nike exhibition.
Exhibition opening graphics displayed at the Nike HQ, introducing the immersive brand experience and setting the tone for the cultural journey.
display of artwWide shot of the Nike exhibition space with analog photography, creating a raw and authentic atmosphere.
Portrait of a Brazilian graffiti artist, captured in the midst of tagging the walls at exhibition, bringing street art culture into the brand experience.
detail of design for brand exhibition with expressions from the local urban community
polaroids of eexhibition protagonists from  rio de janeiro
portraits on exhibition wall at brand experience exhibition showing runner in rio de janeiro
portrait of poc man in running outfit at the beach in brazil
experience space at nike brazil showing urban brazilian cuture
detail shot of worn Nike shoes at exhibition in são paulo
two young man in sportswear standing in front of  a blue painted house in a favela in brazil
polaroids of young boxer for brand experience exhibition
detail of graphic exhibition display
panels with photographs from rio de janeiro leaning against wall t Nike brazil headquaters
runner in rio de janeiro photographed for Nike exhibition
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