Nike – Caged Zoom Media Kit
“Like, here’s the vision that I had for it and they communicated it exactly if not better, by going out and getting X-rays to support the theory that I built the shoe upon. So it was cool.”
Steve Smith – Designer of the Caged Zoom, Nike
This project was commissioned for Nike by The Fish Can Sing
Eight thousand pieces of paper all hand stamped and marked ‘confidential’. They weren’t confidential at all, but such were the lengths Fibre went to in the name of verisimilitude. It was all part of a press kit for Nike touting the company’s new exoskeleton technology (support for their trainers’ air pockets). With the look of a lab report, Fibre’s release riffed on the skeletal theme. The designers X-rayed the shoe (with a foot inside) to show how the shoe worked and then carried the science theme all the way through the press kit’s design. They dreamed up fictional emails about the project and faked research documents from Nike’s own lab to describe how the exoskeleton worked.
Fibre was fastidious in recreating every aspect of a lab report – including actual X-rays and crossing out personal addresses on 500 emails, not to mention stamping, stickering and clipping those thousands of documents entirely by hand. Indeed, the hard work paid off; the press kit has already been lauded by the 83rd Art Directors Club of New York Awards.