collateral: nike london 2012 olympics etiquette book

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nike uses a special reflective material in their olympic line which is extremely difficult to reproduce in photographs and in print. due to ceft and company’s close working relationship with its partners the team worked extensively prior to the shoot with the photographer, crafting the lighting technique. furthermore tests and discussions whre conducted with their retouchers and printers in separation of the files and the blending of special reflective inks to achieve an accurate visual representation of the real material.

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we are pleased to announce our latest collaboration with nike – a 50’s inspired etiquette book for the press and athletes attending the london 2012 olympics. the book features models including yuri pleskun and hannah holman, captured by photographer max farago under the creative direction of ucef hanjani.

the tone of the book is inspirational and heroic, with a subtle mockery of the old-fashioned instructional etiquette books, except this time it’s about how to knot your laces. illustrations showcase ways to tie a nike trainer or ways to roll the sleeves of a blazer, whereas the glossary at the end provides technical descriptions to inform athletes on the latest innovations that nike employs. view all work related to this project.