Nike Vision Move To Zero 24

Art Direction, Design, & Retouching for Nike Vision Move To Zero 2024 Campaign

CD: Built / Brian Brooks AD: Brad Davis

Photography: Matt Coughlin Animation: Bryan Barger

Nike Vision launched a new line of recycled frames as part of Nike’s Move to Zero initiative, and I was brought in to art direct and design the 2024 campaign. The foundation was collage. Since collage is rooted in reuse, it became a natural visual metaphor for frames made from recycled materials.

I developed a modular campaign system built around that idea. Each model was paired with its own collage composition, combining cut shapes, textures, and bold color to create something that felt like a small art piece while still keeping the eyewear front and center. The collage elements weren’t decoration. They were structured components that could scale, shift, and reconfigure depending on the format.

From there, I defined a visual language that could flex across every touchpoint. Strong, product-forward portraits anchored the system, while the collage toolkit adapted to digital, print, retail, and OOH placements. Each execution had room to feel distinct, but everything worked together as one cohesive campaign story rooted in reuse, energy, and clarity.