The Ask:

Produce the launch film for the new Nike x Dead Protocol collaboration, with a cyberpunk sci fi edge.

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The Process:

The goal was to weave the new Dead Trainer V1 sneaker into the story without turning it into an obvious product showcase. Our treatment concept, titled Borrowed Light, framed the design as a tribute to the brilliance of other artists and the creative energy they leave behind.

We scanned the shoe and mapped out a multi-day shoot with our crew. Set against the Downtown LA cityscape, we built a stylized TV spot around the shoe’s creator, TAJ, as he siphons fragments of light from the city and forges them into the final glowing Dead Protocol sign.

The Result: A standout launch moment for Dead Protocol, a sold out drop, and a collaboration that landed with real cultural heat.

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Deliverables:

• Full 90 sec spot
• 60 sec spot
• Social cutdowns (various aspect ratios)