Nike: Play New — Role: Creative Direction

Novo is the new New.

Play New is all about embracing failure, turning every misstep into a celebration, and showing that even the wrong tools can rewrite the rules. While we rolled this out globally, we needed to bring a bit of Brazilian flavor to it. So Play New also became Vai no Novo. This was the perfect chance to show off what Brazilians do best: break the rules, play hard, and have fun. So we paired bold, simple typography in contrast with a riot of colorful, offbeat illustrations and a “maximalist” color pallette, inviting young local artists to imagine their own Brazilian take of the concept.

    • Sr. Designers & Art Directors — Cacá Barabás & Vinicius Teodoro

    • Jr. Art Directors — Breno Chiavelli, Leandro Beraldo "Bolacha"

    • Copywriters — André Pallu, Fernanda Manzano & Mauricio Oriba

    • Creative Directors — Fabiano Higashi & Mariana Borga

    • ECDs — Eduardo Lima & Renato Simões

    ↓

    Scroll down for full credits.

Richarlison, the Pidgeon, had his own New way to deal with the Pandemic: by raffling his cleats to support vaccine research. So we gave him a little help with the visuals.

I’ll be honest with you: I’m restless not being able to do what I love most — scoring GOALS. But this time in lockdown made me realize there’s a bigger game at play, and I’ve decided to step in.”

— Richarlison Andrade

“

Previous

The Count of Monte Cristo
Next

Pinacoteca: Hilma Af Klint