nike be free: campaign and imagery created by ceft and company

"when concept and imagery connect with a product, it produces advertising genius." – s.garcia of graphic optimism

“throughout their lives, women are confined within spaces, garments and shoes that restrict the body’s natural movement. for spring/summer 2011, nike has created women’s training apparel and footwear that is lightweight and breathable, with minimal distraction and superior comfort. collectively, they lift women into an elevated state, so they can be free." filmed by british director barnaby roper, and photographed by french art photographer denis darzacq.