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 ︎︎︎
Hope Alkazar
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

Wednesday May 11 2022
Don’t be shy, say