📁 NikeCortez CAPTCHA
Role — Creative Director
This concept aimed to engage the Nike Sportswear audience by spotlighting product functionality and design details in an irreverent, digital-native format. Inspired by the familiar Captcha interface, the approach blended real-world photography with AI and image manipulation to create a playful, visually-driven experience. The sneakers were shot “in the wild” in various outdoor environments where they were partially obscured or camouflaged—using motion blur, close-up textures, and exposure tricks to create a sense of discovery. Studio shots on white backgrounds were also captured from unconventional angles to allow for more abstract manipulation in post.
A custom Captcha-style interface was designed for use in a top-down POV video, where a user attempts to “solve” the challenge in order to access the Cortez product page featuring new colorways. Photo editing tools and generative image models were used to insert the sneaker into surreal, unexpected environments—or even to create entirely new, imagined versions of the shoe. The final cut juxtaposes the familiar with the absurd, inviting the audience to look closer while reinforcing the Cortez’s unique visual identity in a fresh, interactive way.
TEAM:
Creative Direction — Phuong Nguyen
Art Direction — Grant Gulla
Design — Juriel Furukawa
Photography — Yohance Barton, Grant Gulla
Editor — Yohance Barton