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Nike
Overview:
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For Super Bowl LIX, we developed Nike Football’s creative system for the moment. We defined the visual center [001] and executed them across multiple experiential touchpoints throughout New Orleans. The key activations being Joe Brown Park [002] and the Nike Athlete House [003]
The work unified design and physical space through a shared creative world for Nike Football’s presence across the city.
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Superbowl LIX
Role
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Creative Director
Team
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Spatial Design: Maggie Jones + Brenna Truax
Graphic Design: Alex Riemer + Jonah Gomez
Strategy: Mack Bateman
001:
Nike Visual Center
Rooted in the supernatural intensity of the sport, the creative system celebrated football’s modern gladiators at their peak.
Through color, typography, iconography, and in‑game imagery, we built a flexible design language that balanced grit and brashness. This served as the visual center for partners, platforms, and physical environments surrounding the moment.
002:
Joe Brown Park
At the heart of Super Bowl weekend, we transformed Joe Brown Park into the Nike Football Arena. The multi‑day experience centered on sport, culture, and community. Across thirteen distinct spaces, the field became a platform for Next‑Ones athletes, local voices, and fans.
Tapping into our defined tone of supernatural brashness the build lead with raw industrial fixtures and bold type while scale and color brought a sense of drama.
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003:
Athlete House, Maison LIX
Maison LIX reimagined athlete hospitality as a cultural home base during Super Bowl week. Set within a historic New Orleans mansion, the experience blended NOLA’s French heritage with our bold surreal identity.
The athlete house called for a more intimate expression of the supernatural tone. Within this experience propping became a key focus. Tarot card inspired commissioned portraits lined the entry. Pops of the brand green became a nuanced expression of boldness without compromising the sense of refinement in the space.
Discipline