Following the success of Sole Stories, Nicholas Kirkwood called upon us to create a launch campaign for their new sneaker collection. Harnessing the heavily inspired 80’s aesthetic of the collection, we developed the Work It Work Out – taking a tongue in cheek approach to exercise videos – with the internet awash with serious workout videos, we wanted to put the NK stamp on these playful edits.

As an ode to the decade, we injected moments of content shot on 16mm film, that added to the retro aesthetic of the film, whilst maintaining NK’s synonymous modern and at times futuristic vision, through set design with the use of Astera lighting. The campaign was also supported by stills content shot by photographer Sophie Jones, who’s renowned for her urban photography. A full digital strategy was created to support the release of the hero film lasting two weeks, with sales focused content as well as brand-led video and stills. View the full film here.