Nike
Embrace the Wild

Agency
Tag, Merkle

Creative Director + Director:
Annalise Yuri Murphy

Art Directors:
Pau Rodilla, Steph Miller

Copywriter:
Samantha Friedman

Director of Photography:
Nolan Men

Photographer:
Anisha Sisodia

For this Nike x Nordstrom Jordan Air Max launch, we

‘Embraced community, dismantled superiority, and reclaimed authority’.

Leading creative direction, I directed this dual-stream photo and video production delivering high-fidelity reels, digital spots, and retail displays.

A person wearing Nike sneakers and black socks is lying on their back with legs raised in the air, surrounded by red flowers with green stems against a bright blue sky. Nike Directed by Annalise Yuri Murphy.
A group of five young women standing in a lush green field with trees and hills in the background. They are wearing matching neon yellow zip-up hoodies and beige cargo pants with sun designs. The women are striking various poses, some with arms raised, and one looking directly at the camera, against a bright blue sky.
Two women sitting on grass, wearing colorful clothing and sneakers, sunglasses, with flowers scattered around, under a blue sky. Nike Directed by Annalise Yuri Murphy.

Creative Development

Embrace The Wild, turns manicured lawns into wild grass fields, Rococo furniture into Third Space thrones, and tea parties into outdoor festivities. Reclaiming 'degeneracy' as a celebration of personal freedom, we'll fall into Nature, the ultimate rebel, moving as it please, untamed and free.

We step into a whimsical blue sky environment where fresh air, green grass, and wild flowers rein.
Adding, opulent furniture to create an unconventional setting, we'll capture whimsical, playful moments that celebrate creativity, using vibrant colors and inventive transitions to highlight the spirit of summer.

A young girl reclining on an ornate, silver and black Rococo-style throne outdoors. She wears large, white floral sunglasses, a fur coat, and patterned socks with sneakers. The scene appears whimsical and playful.

Concept Development

Collage of colorful outdoor scenes featuring children and young adults engaging in various activities like laying in flowers, walking in fields, and posing with mirrors. The images are vibrant and surreal, emphasizing nature, fashion, and playful expression.

Art Direction & Swipe

A collage of six images featuring different models and settings, including people on a rooftop, sitting on a sofa in a grassy outdoor area, lying on a sofa with a sunset background, sitting at a table with a red cloth in a garden, and two women standing indoors in casual outfits.

Collab. w/ Nordstrom stylists for final looks

Annalise Yuri Murphy

annalise@yurinyc.com

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