for the SS2011 efforts on nike apparel, ceft and company engaged veteran french art photographer denis darzacq to create a series of magical and enigmatic images for nike. the idea for the concept sparked from the apparel and the amazing technologies incorporated in the designs. footwear that flexed and bent to simulate the feeling of moving on bare feet, seems and fabrics that allowed unrestricted movement, and the like. all these performance enhancing innovations were distilled down to a single visual idea of being free, and elevated from the elements that can restrict our daily lives. founder and creative director ucef hanjani says "what fascinated us about denis darzacq's work was the undeniable calm-confidence in the expressions of his subjects. those who performed seemingly unbelievable physical tasks, while maintaining an other-worldly calm expression on their faces".
Nike Free: print realisation and production by ceft and company
