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 the Nike x Nordstrom “Embrace The Wild” campaign, we reimagined the Nike AirMax ’25 and Jordan lifestyle story through a surreal, opulent outdoor world where rebellion meets elegance. By transforming manicured lawns into untamed fields and turning a classic picnic into a cinematic celebration, the work sought to dissolve traditional norms and center a seasonal narrative that champions freedom, creativity, and community.

Rooted in playful rebellion and visual juxtaposition, the creative direction married high-fashion aesthetics with raw outdoor energy. Opulent furniture and vibrant colors set against blue skies and wild grass became the backdrop for editorial photography, dynamic motion, and whimsical transitions, highlighting footwear and apparel in moments that feel both grounded and dreamlike.

As Creative Director, I led the strategy, concept development, visual language, and on-set creative direction from idea through execution. Working across still and motion capture with photography by Anisha Sisodia, I ensured the work maintained a cohesive identity that aligned with Nike, Jordan, and Nordstrom goals.

A person sitting on a vintage blue velvet sofa outdoors, surrounded by lemon trees and yellow lemons. The person is wearing black and red Nike sneakers, a black mesh t-shirt, and white lace skirt, with dark wavy hair and sunglasses.
Person sitting on a teal outdoor bench wearing white lace dress and black, red, and white Nike sneakers, with yellow apples and green leaves surrounding the scene.
A person wearing a black and white Nike sneaker with rhinestones on the heel, seen through a gold ornate picture frame in a garden with red, white, and purple flowers.
Person relaxing with legs in sneakers crossed on a table outdoors, decorated with flowers and a teapot, with cookies on a plate.
Woman sitting outdoors at a table set for a tea party, wearing a red jacket, white t-shirt, and gray skirt, with a decorated table in the background featuring a cake, teapots, cups, flowers, and grapes on a pink tablecloth.
Two women pose outdoors in a lemon orchard. One woman leans on the other, who is holding a silver clutch bag. They are dressed in sporty, colorful clothing.
Person wearing pink Nike sneakers with white soles, hanging upside down on a wooden ladder outdoors, with pink flowering trees and green hills in the background.
A woman with dark hair and brown skin poses outdoors near a flowering tree with pink blossoms, wearing a white athletic top with a Nike logo, a striped button-up shirt, baggy jeans, pink sneakers, and white socks.
A woman sitting on the grass in an orchard of orange trees, wearing a lime green hoodie, khaki baggy pants, and white sneakers.

annalise@yurinyc.com

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