Analogue aesthetics

Analogue aesthetics

Milan – With its analogue aesthetic interrupted by static, Nike’s short film #WeBelieveInThePowerOfLove embodies an anarchic approach to exploring love in the modern age.

Article/20925 31b
#WeBelieveInThePowerOfLove by Luca Finotti for Nike, Milan

Milan – With its analogue aesthetic interrupted by static, Nike’s short film #WeBelieveInThePowerOfLove embodies an anarchic approach to exploring love in the modern age.

  • Directed by Luca Finotti, the director’s cut features a variety of iterations of romantic love
  • The video forms part of Nike’s latest campaign to promote the brand’s NikeLab and Riccardo Tisci Dunk Lux shoe range

Conceived as both an advertising campaign for Nike and a larger creative project, #WeBelieveInThePowerOfLove examines what it means to love today with a focus on diversity and inclusion. Tapping into a Gen Viz audience, the visuals are overlain with a montage of social media-inspired graphics that have been distorted to mimic the nostalgia of analogue recordings, including the recurring Nike tick motif, which director Luca Finotti explains is representative of our online virility.

Finotti’s video does not follow a linear narrative, but instead offers snapshots of same-sex and heterosexual couples expressing their love in a dystopian, Dislocated World against a background of sport and social media. Using Finotti’s short film as their springboard, creatives such as 3D illustrator Antoni Tudisco and design studio CATK Berlin were invited to add their own interpretations of the themes to the mix.

The Big Picture

Artists and brands alike are adopting a High Anarchy aesthetic to disrupt visual conventions and provoke a reaction from the consumer.

Discover More News
Mastercard launches AI-powered stories for commuters

News

Mastercard launches AI-powered stories for commuters

Mastercard has launched its Transit Tales campaign, which tailors classic stories to the length of commuters’ journeys.
Audiobooks : Australian : Commuters
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Soft Sports : Digital Detox : Asics
Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

News

Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

Gen Z is entering the workforce with a pragmatic view of artificial intelligence and enthusiasm for in-person mentorship. 
Work : Technology : AI
Irn-Bru revives Made in Scotland from Girders slogan

News

Irn-Bru revives Made in Scotland from Girders slogan

Irn-Bru is reviving its iconic Made in Scotland from Girders slogan in a campaign led by advertising agency Lucky Generals.
Food And Drink : Brand Humour : Advertising
Busan International Film Festival to host singalong screening of KPop Demon Hunters

News

Busan International Film Festival to host singalong screening of KPop Demon Hunters

A singalong screening of Netflix’s breakout show, KPop Demon Hunters, will take place at the Busan International Film Festival in September 2025.
Kpop : Streaming : Cinema
Stat: Australians turn to podcasts and radio for regular entertainment

News

Stat: Australians turn to podcasts and radio for regular entertainment

More than half of Australians aged 10 and over (52%) listen to or watch podcasts each month, according to new data published in The Infinite D...
Statistic : Podast : Media
Selena Gomez taps Tajín for Rare Beauty’s first collaboration

News

Selena Gomez taps Tajín for Rare Beauty’s first collaboration

Rare Beauty has unveiled its first-ever collaboration, teaming up with Mexican seasoning brand Tajín on a limited-edition lip and cheek set.
Beauty : Food : Collaboration
Single mothers in China are moving in together to ease the financial burden of child-rearing

News

Single mothers in China are moving in together to ease the financial burden of child-rearing

An increasing number of single mothers in China are moving in together to ease the financial, emotional and practical challenges of raising childre...
Single Parents : China : Only Child
Stat: Cannabis-infused drinks reshape America’s after-work rituals

News

Stat: Cannabis-infused drinks reshape America’s after-work rituals

A growing number of young American professionals are swapping post-work alcoholic beverages for cannabis-infused alternatives, signalling a cultura...
Statistic : Cannabis : Alcohol
Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

News

Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

Gap has unveiled its autumn 2025 Better in Denim campaign, fronted by global girl group Katseye.
Fashion : Nostalgia : Pop Culture
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN