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 ︎︎︎



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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 a iconic venue for theatre and film – had fallen into decay. Alongside a committee of local cultural figures, Nike had planned to restore the building to its former glory, but built 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 began as an editorial one; creating a narrative to be displayed throughout the building, telling the story of the space from its history, to its sustainable redesign, to the local figures who embody its values.

My role then expanded into developing the creative direction for the launch campaign. Borrowing from Alkazar’s film theater heritage, everything focussed around the notion of a ‘stage’.

The core values of Hope Alkazar led us to five short films – Greater Good, New Ground, Beyond Borders, Open Arms and Move To Zero – for which I wrote the scripts, each guided by a Turkish athelete or cultural figure; from national volleyball icon Ebrar Karakut, to NBA star Cedi Osman, to famed digital artist Refik Anadol.

Follow HOPE Alkazar’s journey here.

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

(15) The basketball hoop featured in MOVE TO ZERO – masterfully upcycled by Onaranlar Kulübü using construction scrap – is now permanently installed at a community court in Beyoğlu.


Creative (Nike EMEA) 
Brand Experience Director ︎︎︎ ︎︎︎  Daniel Whiteneck
Brand Narrative Director ︎︎︎ ︎︎︎  Sara Kujundžić
Creative / Writer ︎︎︎ ︎︎︎  Tom Bird
Art Director ︎︎︎ ︎︎︎  Morgan Ruby
Brand 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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