Inspired by Nike’s marketing campaigns and strategies, which showcase concepts and values, such as competitiveness, motivation, and sports values more so than products, I had the idea of creating a campaign based around Morocco and its culture, values, and overall flavor.
First inspired by the recent “Winning Isn’t For Everyone“ campaign, a collaboration between Air Jordan and the French brand Opium Paris, and all the major advancements that Morocco has made in the last decade or so, as far as competitive sports, social and technological advancements, the idea of showcasing the flavor and progress of the country through the lens of a Nike campaign seemed obvious to me.

Client : Spec Project

Type : AI Creation/Art Direction

Tools : ChatGPT/Krea/Minimax/Premiere

Date : Nov. 2024

COPYWRITING & IDEAS

The creative process started with brainstorming and organizing ideas using ChatGPT. It helped refine the narrative, develop key themes, and script a pitch that captured Nike’s spirit while celebrating Moroccan culture. The copywriting phase focused on crafting punchy taglines and a cohesive storyline, blending tradition with modernity to resonate with the audience.

IMAGE GENERATION

Visuals were created using advanced AI tools to capture the campaign's essence. Krea was used for generating striking, culturally inspired images, while Hailuo.ai brought movement to those images with dynamic videos. Eleven Labs added a professional edge with AI-generated voiceover for narrating the story, ensuring the project had a polished and immersive appeal.

CAMPAIGN