The case study revolves around a fictional campaign for Nike DreamFit PerformanceSleep. The objective was to create a product and campaign that was intentionally overly exaggerated yet incredibly emotive, appealing and plausible. One of the untouched markets for Nike is sleepwear. Sleep is a vital aspect of overall health, especially for elite athletes, as it significantly impacts their performance, making it a crucial factor for success.  

By employing traditional art direction, for guiding model poses, I used Generative AI, detailed prompt engineering, and retouching to create purposely oversize clothing perfectly suited for the winter hibernation, that resulted in imaginative visually captivating images.

Furthermore, the campaign’s headlines were carefully crafted to reflect Nike’s ideals. Dynamic, captivating, and inspiring, conveying the brand’s commitment to excellence, innovation, and empowering athletes. Rise above and elevate your performance with DreamFit.