Analogue aesthetics

06.03.2017 Nike : High Anarchy : The Dislocated World
#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.