Nike / Golden Generation
Agency: Intertrend
ACD: Neal Persaud
Design/Art Direction: Minh Nguyen
Producer: Kinny Lee & Sam Lo
Photo/Video: Brandon Shigeta & Nathan Garcia
Every day we strive to highlight those Asian American individuals and entities who are flourishing in their respective industries and progressing the culture at large. This is particularly true during Asian American Pacific Islander (AAPI) Heritage month where we collaborated with apparel retailer, Darkside Initiative, and design studio, Maekan Studios to launch the Golden Generation. An initiative celebrating those Asian Americans who are pushing the culture forward. Including musician Eileen Sho Ji, actor Daniel Wu and Michelin Star chef, Brandon Jew.
Our team curated and hosted an immersive, star-studded dinner experience that helped launch an exclusive pair of Nike shoes inspired by San Francisco’s Chinatown. Collateral developed for the campaign included wild posting posters in downtown San Francisco promoting the Golden Generation, postcards featuring some of the VIP guests, and custom gift bags containing Nike sneakers for each dinner guest.
Our team curated and hosted an immersive, star-studded dinner experience that helped launch an exclusive pair of Nike shoes inspired by San Francisco’s Chinatown. Collateral developed for the campaign included wild posting posters in downtown San Francisco promoting the Golden Generation, postcards featuring some of the VIP guests, and custom gift bags containing Nike sneakers for each dinner guest.
