Nike x JD | Signal Shift Pack

As the Creative Designer and Art Director for the Nike Signal Shift campaign at JD Sports, I defined the visual identity and studio production for this exclusive footwear pack. Drawing inspiration from unapologetic energy and dynamic movement, I crafted a high-contrast aesthetic featuring bright white environments, ambient blue LED lighting, and a signature "styled silhouette" post-effect that obscures subject faces to keep absolute focus on the product. My responsibilities spanned directing on-model lifestyle and macro detail photography, mapping fast-paced motion assets with blue-light blur transitions, and conceptualizing metallic retail containers and acrylic display units to drive in-store impact.