Nike
Hope Alkazar
2021
Commercial work
Hope Alkazar
2021
Commercial work
A stage to awaken and elevate Turkey’s youth communities, using the power of sport as a catalyst for change.
The Alkazar building in Istanbul – once an iconic venue for theatre and film – had fallen into decay. Working alongside a local cultural committee, Nike hoped to restore the building to its former glory, but rebuilt for a modern generation; a multi-purpose space featuring rooftop courts, a fitness studio, makers space, community cafe, podcasting suite and speakers hall.
My role in the project began by creating a narrative to guide people throughout the building: telling the story of the space from its history, to its sustainable redesign, to the partners who embody it’s values.
This expanded into developing the creative for the launch campaign: borrowing from Alkazar’s heritage as a film theater, we underpinned everything around the notion of a ‘stage’.
The core values of the Hope Alkazar initiative led us to writing five short films: New Ground (innovation), Greater Good (community), Beyond Borders (accessability), Open Arms (empathy) and Move To Zero (sustainability). Each script centered around a different Turkish athlete or cultural hero, from volleyball icon Ebrar Karakut, to NBA star Cedi Osman, to world-reknowned digital artist Refik Anadol.
Follow HOPE Alkazar’s journey here.
(4) A directors cut combining clips from all x5 short films into a single edit. The voiceover (by the featured choreographer, Ekin Bernay) reads the manifesto for HOPE Alkazar; written my myself and exhibited inside the building’s entrance hall (in both Turkish and English).
(15) The basketball hoop featured in MOVE TO ZERO – masterfully upcycled from construction scrap by Onaranlar Kulübü – is now permanently installed at a public court in Beyoğlu.
Creative (Nike EMEA)
Experience Director ︎︎︎ ︎︎︎ Daniel Whiteneck
Narrative Director ︎︎︎ ︎︎︎ Sara Kujundžić
Creative & Writer ︎︎︎ ︎︎︎ Tom Bird
Art Director ︎︎︎ ︎︎︎ Morgan Ruby
Graphic Identity ︎︎︎ ︎︎︎ Fatih Hardal
Producer ︎︎︎ ︎︎︎︎︎︎ Anthony Smith
Designers ︎︎︎ ︎︎︎ Yasmine Tse, Luca Fiandri
Production (Nike Turkey)
Project Manager ︎︎︎ ︎︎︎ Burcak Bo Bakla
Marketing Manager ︎︎︎ ︎︎︎ Selin Molinas
Production Company ︎︎︎ ︎︎︎ DEPO
Photographer ︎︎︎ ︎︎︎ ︎︎︎ Emre Ünal
Director ︎︎︎ ︎︎︎ Hakan Can
DOP ︎︎︎ ︎︎︎ Akin Cetin
Editor ︎︎︎ ︎︎︎ Turgut
Sound designer ︎︎︎ ︎︎︎ Matthias Müller
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The Alkazar building in Istanbul – once an iconic venue for theatre and film – had fallen into decay. Working alongside a local cultural committee, Nike hoped to restore the building to its former glory, but rebuilt for a modern generation; a multi-purpose space featuring rooftop courts, a fitness studio, makers space, community cafe, podcasting suite and speakers hall.
My role in the project began by creating a narrative to guide people throughout the building: telling the story of the space from its history, to its sustainable redesign, to the partners who embody it’s values.
This expanded into developing the creative for the launch campaign: borrowing from Alkazar’s heritage as a film theater, we underpinned everything around the notion of a ‘stage’.
The core values of the Hope Alkazar initiative led us to writing five short films: New Ground (innovation), Greater Good (community), Beyond Borders (accessability), Open Arms (empathy) and Move To Zero (sustainability). Each script centered around a different Turkish athlete or cultural hero, from volleyball icon Ebrar Karakut, to NBA star Cedi Osman, to world-reknowned digital artist Refik Anadol.
Follow HOPE Alkazar’s journey here.
(4) A directors cut combining clips from all x5 short films into a single edit. The voiceover (by the featured choreographer, Ekin Bernay) reads the manifesto for HOPE Alkazar; written my myself and exhibited inside the building’s entrance hall (in both Turkish and English).
(15) The basketball hoop featured in MOVE TO ZERO – masterfully upcycled from construction scrap by Onaranlar Kulübü – is now permanently installed at a public court in Beyoğlu.
Creative (Nike EMEA)
Experience Director ︎︎︎ ︎︎︎ Daniel Whiteneck
Narrative Director ︎︎︎ ︎︎︎ Sara Kujundžić
Creative & Writer ︎︎︎ ︎︎︎ Tom Bird
Art Director ︎︎︎ ︎︎︎ Morgan Ruby
Graphic Identity ︎︎︎ ︎︎︎ Fatih Hardal
Producer ︎︎︎ ︎︎︎︎︎︎ Anthony Smith
Designers ︎︎︎ ︎︎︎ Yasmine Tse, Luca Fiandri
Production (Nike Turkey)
Project Manager ︎︎︎ ︎︎︎ Burcak Bo Bakla
Marketing Manager ︎︎︎ ︎︎︎ Selin Molinas
Production Company ︎︎︎ ︎︎︎ DEPO
Photographer ︎︎︎ ︎︎︎ ︎︎︎ Emre Ünal
Director ︎︎︎ ︎︎︎ Hakan Can
DOP ︎︎︎ ︎︎︎ Akin Cetin
Editor ︎︎︎ ︎︎︎ Turgut
Sound designer ︎︎︎ ︎︎︎ Matthias Müller