Unofficial Spec Campaign / Independent Concept

NIKE — KEEP FIGHTING. STAY SMILING.

Photography & Creative Direction — Zion Davies

Not commissioned by or affiliated with Nike.

Andri Casutt smiling in a boxing ring while holding his hand wraps.

Hero campaign layout

Four-by-five campaign hero with the headline Keep Fighting. Stay Smiling.

Campaign format adaptations

Nine-by-sixteen adaptation of the campaign hero.
Horizontal color campaign layout with Andri Casutt training beside a boxing bag.

Environmental color photograph

Andri Casutt training beside a suspended boxing bag inside The Ring Gym.

Environmental campaign transformation

Andri Casutt seated at the ring, wrapping his hands as training continues behind him.
Four-by-five environmental campaign layout with the headline Keep Fighting. Stay Smiling.
The environmental campaign layout displayed in an illuminated urban poster frame.

Boxing action sequence

Black-and-white action photograph of Andri Casutt training in the gym.
Color action photograph of Andri Casutt working the heavy bag.
Close black-and-white boxing detail during training.

KEEP FIGHTING. STAY SMILING.

Portrait of Andri Casutt

Close black-and-white portrait of Andri Casutt after training.

Urban billboard application

The horizontal campaign displayed on a large urban billboard.

Secondary campaign applications

The campaign hero displayed in a city-light bus shelter.
The campaign hero displayed on a vertical digital out-of-home screen.

Campaign system overview

Four-by-five campaign hero.
Horizontal campaign adaptation.
Environmental campaign adaptation.
Vertical story campaign adaptation.

Closing portrait

Andri Casutt standing outside the training ring in Bali.