This is not a commissioned project. Nike didn’t brief us. We briefed ourselves.
We wanted to prove one thing: when you know what you want to see before it exists, AI becomes an extraordinary production tool. When you don’t, it produces noise – regardless of how advanced the technology is.
The concept started with a simple observation about tennis: no matter how acclaimed a player is, how strong their team, how refined their training — on the court, every decision is theirs alone. Creative direction works the same way.
We built this editorial around Rome and the Internazionali BNL d’Italia — the clay courts of Foro Italico, the empty stadium seats, the raw terracotta light of a Roman June. We added a vintage Piaggio Ape overloaded with tennis balls as the campaign’s visual hero, because great editorials need an unexpected image that makes you stop scrolling.
The result is a full campaign-ready set: athlete portraits, action stills, location shots and product-in-context visuals — produced without a photographer, a set, a stylist or a location scout.
