for the spring/summer efforts on nike apparel, ceft and company engaged veteran french art photographer denis darzacq to create a series of magical and enigmatic images. the idea for the concept sparked from the apparel and the amazing technologies incorporated in the designs. it featured footwear that flexed and bent to simulate the feeling of moving on bare feet, seams and fabrics that allowed unrestricted movement. all these performance enhancing innovations were distilled down to a single visual idea of being free and elevated from the elements that can restrict our daily lives. founder of ceft and company and creative director ucef hanjani says, “what fascinated us about denis darzacq’s work was the undeniable calm-confidence in the expressions of his subjects. those who performed seemingly unbelievable physical tasks, while maintaining an otherworldly calm expression on their faces”. view all work related to this project.
