England World Cup Custom Nike Air Force 1
CANVVS worked in collaboration with Nike and the FA to create custom sneakers for the England team to wear at the World Cup 2022. (My absolute dream project
As Creative Lead, I worked closely alongside the founder, Chief Brand Officer and external personnel at Nike and the FA ton numerous briefs. I helped bring their ideas to life whilst also bringing my creative vision to the projects, such as: the logo lockup, exhibition design and designing the base sneaker itself.
In the lead up to the event, I designed graphics for the players to put on their sneakers, as well as designing Gareth Southgate’s pair from a brief received prior to the event. On the day, I assisted both the player’s and staff with the bespoke design of their 1 of 1 Nike x CANVVS AF1, inspiring them to let their creative juices flow .
As lead creative and content creator, I worked alongside photographers and videographers on the day to capture, such as long form video content and imagery. I worked with the creatives for the post-production editing of the video and executed the post-production for the final images myself. These were mainly used for press-releases and our website.
In addition to this, I was documenting, editing and posting our raw content throughout the day for our socials, as this creative style was synonymous with our target audience and cultural brand positioning. This content ended up going viral overnight and produced huge publicity, which created a domino effect and boosted our web publications with brands such as Hypebeast and Complex. CANVVS had arrived overnight.
I had time with each player discussing ideas and bringing their designs to life for their customs. Inspirational quotes, family member names, tudor roses, three lions and personal memoirs were among the most popular choices which I had to translate into the design for the shoes alongside the sneaker artists, of whom were working on the day. A collaborative effort from creatives all round really turned this project into a highlight of not only my career, but my life.
A short clip from the day of Gareth Southgate collecting his shoes. Video edited by myself.
The making of the England x CANVVS x Nike Air Force 1. Video edited by myself.
Below are 2 examples of the short form raw content I directed the videographer to capture. I then edited and posted to our socials on the day. As previously stated, this artistic style was synonymous with our brands cultural position and our target audience. As this was CANVVS introduction to the world, we needed Gen Z and social media to take us as far as we could, and to say we went viral overnight would be an understatement.