Unofficial Spec Campaign / Independent Concept

NIKE — KEEP FIGHTING

Photography & Creative Direction — Zion Davies

Not commissioned by or affiliated with Nike.

Andri Casutt smiling in a boxing ring while holding his hand wraps.

Hero campaign layout

Four-by-five campaign hero with the headline Keep Fighting. Stay Smiling.

Campaign format adaptations

Nine-by-sixteen adaptation of the campaign hero.
Horizontal color campaign layout with Andri Casutt training beside a boxing bag.

Environmental color photograph

Andri Casutt training beside a suspended boxing bag inside The Ring Gym.

Environmental campaign transformation

Andri Casutt seated at the ring, wrapping his hands as training continues behind him.
Four-by-five environmental campaign layout with the headline Keep Fighting. Stay Smiling.
The environmental campaign layout displayed in an illuminated urban poster frame.

Boxing action sequence

Color action photograph of Andri Casutt working the heavy bag.
Black-and-white action photograph of Andri Casutt training in the gym.
Close black-and-white boxing detail during training.

KEEP FIGHTING. STAY SMILING.

Portrait of Andri Casutt

Close black-and-white portrait of Andri Casutt after training.

Urban billboard application

The horizontal campaign displayed on a large urban billboard.

Secondary campaign applications

The campaign hero displayed in a city-light bus shelter.
The campaign hero displayed on a vertical digital out-of-home screen.

Campaign system overview

Four-by-five campaign hero.
Horizontal campaign adaptation.
Environmental campaign adaptation.
Vertical story campaign adaptation.

Closing portrait

Andri Casutt standing outside the training ring in Bali.