Sammy Studio
NIKE SPEC
ADVERT
I created this speculative
Nike advertisement using Higgsfield, with the entire concept and visual execution generated solely through AI. The project explores AI as a creative tool within advertising while capturing the bold, futuristic identity of the Nike SHOX TL. The final outcome emphasizes the shoe’s iconic sole and performance-driven design through high-impact, AI-generated visuals.
SOUND IN BOTTOM RIGHT
SOUND IN BOTTOM RIGHT
CONCEPT
To avoid the overly polished, “plastic” look often associated with AI-generated imagery, I carefully prompted for subtle skin pores, natural lip wetness, and soft redness in the cheeks. These details enhance realism and give the character a more human presence. The retro-inspired aesthetic—with camera glares, grain, and motion blur—further supports this approach, reducing the need for perfect skin and allowing imperfections to feel intentional and authentic.
The ad was designed to feel empowering for women, aligning with Nike’s values of strength, confidence, and self-belief. To achieve this, I focused on creating an emotionally driven, power-driven visual narrative. Set within a minimalist, desert-like environment, the scene removes distractions, placing full focus on the woman and the Nike SHOX TL—reinforcing presence, resilience, and dominance.
STORY
BOARD
The storyboard presents a multi-faceted woman through a dynamic sequence of shots. Playful expressions and a confident smirk introduce her personality, followed by strong, purposeful movement in her walk and strut. Macro close-ups capture sweat, impact,
and motion as she runs -communicating power, resilience, and intensity.
A contrast of macro details
and wide-lens shots showcases the Nike SHOX TL in its full glory, using bold angles to emphasise reflections, the plastic sole, and the shoe’s iconic structure.
CHARACTER DESIGN
The character was designed as a mixed-race woman with blonde curly hair and brown eyes, creating a distinctive and memorable look that reflects the sense of cool confidence I wanted to convey in the ad. This combination felt fresh and unconventional, helping the model stand out while aligning with the bold tone of the campaign.
MOVEMENT
Movements
Movement was the unifying thread of the ad, tying every shot together into a single, cohesive energy. Macro close-ups — a pendant bouncing, sweat shifting across skin — grounded the film in intimate, tactile motion, making the effort feel real and immediate. These details flowed into slow-motion moments that heightened a sense of power and control, allowing the audience to feel the weight behind each movement. Full-body shots then expanded that energy outward, revealing motion at scale and giving context to the intensity built in the close-ups. By moving between micro and macro perspectives, the ad creates a rhythm where each shot feeds into the next, building a continuous sense of momentum and strength.
To avoid the overly polished, “plastic” look often associated with AI-generated imagery, I carefully prompted for subtle skin pores, natural lip wetness, and soft redness in the cheeks. These details enhance realism and give the character a more human presence. The retro-inspired aesthetic—with camera glares, grain, and motion blur—further supports this approach, reducing the need for perfect skin and allowing imperfections to feel intentional and authentic.
Movement was the unifying thread of the ad, tying every shot together into a single, cohesive energy. Macro close-ups — a pendant bouncing, sweat shifting across skin — grounded the film in intimate, tactile motion, making the effort feel real and immediate. These details flowed into slow-motion moments that heightened a sense of power and control, allowing the audience to feel the weight behind each movement. Full-body shots then expanded that energy outward, revealing motion at scale and giving context to the intensity built in the close-ups. By moving between micro and macro perspectives, the ad creates a rhythm where each shot feeds into the next, building a continuous sense of momentum and strength.