things well done | nike X ray ::
:: anyone who reads 56minus1 regularly knows I love sneakers and that I’m a Ray Lei (雪磊) fanboy. So, there was no way I wasn’t going to like this collaboration. I’m just surprised it took me so long to find these. See below for two excellent productions by Ray, an extraordinarily talented multimedia designer based in Beijing.
The first one was for Nike’s Innov8 (创意沙龙) campaign and, I think, in support of the brand’s 706 interactive / multimedia exhibit last year in Beijing’s 798 art district. The 706 exhibit showcased – in a way only Nike can shamelessly pull off – 100 of the company’s most innovative accomplishments in footwear and apparel design. Pretty cool actually.
The second one, titled Moon Landing Plan, was shown at the Nike Dunk art exhibition in Shanghai last March. See Ray’s blog for some photos from the event, link here. Ou Ning, who also showed work at the exhibition, did a post on it too, link here.
Both works are great, and further examples of brands successfully engaging China’s creative community. Bravo, well done. // AjS