Transforming Data into Vision
To help Nike Brazil communicate the complexities of its market to U.S. board members, the project explored how research, cultural insight and market data could become part of an immersive narrative experience rather than a conventional presentation format.
Research, lived observations and market insights gathered across Brazil were translated into a spatial and visual environment shaped through photography, storytelling and cultural atmosphere. The intention was not simply to present information, but to create a stronger sense of connection to the realities, energy and communities where Nike already existed and moved.
From the beginning, the process was highly collaborative and hands-on. Concepts, layouts and narrative flows were explored through physical models and ongoing experimentation, allowing the space and story to evolve together.
Immersive Journey
The research process led into youth culture and everyday sports life across Brazil, from breakdance battles and street basketball in São Paulo to surf and running communities in Rio de Janeiro.
These observations shaped the atmosphere and narrative of É Tudo Nosso, an immersive exhibition experience co-created with local street artists and rooted in the cultural environments it sought to represent.
Fine art photographer Marcio Simnch joined the journey through his analog practice and sensitivity toward urban textures and youth culture.
Working with 4x5 film, medium format and Polaroids, his imagery introduced a rawness and intimacy that became an essential part of the overall visual language.
The exhibition environment at the Nike headquaters in São Paulo combined photography, projections, printed matter, physical installations and layered spatial storytelling into an immersive journey through the cultural realities, atmospheres and insights shaping Nike in Brazil.
Collaborative Lens
