TOM BIRD. Kinda like TOM FORD. His work may not smell as good. Looks good though. And he smells nice. More info here ︎︎︎
TOM BIRD. Kinda like TOM FORD. His work may not smell as good. Looks good though. And he smells nice. More info here ︎︎︎
Nike
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.

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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.

(2)  The short films were in Turkish of course, but featured here is a directors cut (in English) combining clips from all five films into a single edit. The voiceover is the manifesto for HOPE Alkazar, written by myself, exhibited inside the entrance hall, and read here by dancer Ekin Bernay.

(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

Mark
Wednesday May 11 2022
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