This self-initiated holiday concept explores a restrained seasonal interpretation of Nike’s visual language. The idea uses stacked footwear and laces to form a Christmas tree, focusing on repetition, balance, and brand recognition rather than traditional festive decoration. Developed through AI-led art direction, the concept is designed to extend from still imagery into motion using image-to-video generation.
Client
Self-Initiated Concept
Role
Concept Development, Art Direction
Services
AI Art Direction,
Concept Visualisation
This self-initiated holiday concept reimagines Nike footwear as a seasonal symbol by constructing a Christmas tree entirely from sneakers and laces. The idea focuses on form, repetition, and restraint, avoiding typical festive visuals in favour of a clean, brand-led composition. The work was developed through AI-led art direction and is being extended into motion using image-to-video generation.
The primary challenge was achieving precise visual outcomes through AI prompting, where results rely heavily on trial and error. Refining prompts to control composition, lighting, and detail required repeated testing, which becomes costly when working within monthly credit limits across platforms.
The project also required managing workflows across multiple tools, including ChatGPT, Higgsfield, Nano Banana Pro, and Eleven Labs, each with different strengths and constraints.
The objective was to explore AI as a serious creative tool rather than a shortcut, using it to develop a considered advertising concept rather than a one-off image. The project aimed to maintain Nike’s brand clarity while introducing a subtle holiday narrative built on structure and simplicity. A further objective was to extend the still concept into motion, testing how atmosphere and pacing could enhance the idea.
The process began with defining a single, restrained idea rather than a seasonal narrative built on decoration. I explored how Nike’s product alone could carry a holiday message through form, repetition, and structure. Early iterations focused on composition and balance, using stacked footwear and laces to create a recognisable tree silhouette without introducing external props.
From there, the work moved into AI-led exploration. I developed and refined prompts across multiple platforms, testing variations in lighting, depth, material detail, and colour control. This stage involved significant trial and error, with each prompt adjustment influencing the final output. The process required careful iteration due to platform limitations, credit-based usage, and differences in how each tool interprets visual instructions.
Once a consistent visual language was established, the focus shifted to continuity and scalability. Multiple colourways were produced to test mood and seasonal tone while maintaining brand clarity. The concept is now progressing into motion, using image-to-video generation to introduce subtle movement, floating particles, and pacing that extends the idea beyond still imagery into a short-form holiday execution.
The outcome is a cohesive set of holiday visuals that translate a familiar product into a seasonal form without relying on decorative clichés. The concept demonstrates controlled AI art direction, strong brand recognition, and a clear understanding of how a global brand message can be adapted to a seasonal context.
The work was created as a conceptual advertising exercise, designed to feel credible as a finished campaign asset that could exist across print, digital, or online video placements while aligning with Nike’s “Just Do It” messaging.