the lookbook designed for nike was titled “revolution inside” which refers to nike’s revolutionary structural technology inside their form-fitting women’s top. this technology stabilizes the body, offering excellent support and minimized bounce.
the art direction and design, not unlike nike’s technology, was based on function first. the CD containing media and information was placed front and center, on the outside of the book, instead of being hidden in the back. the CD rotation not only amplified the title but also played a visual game on the idea of “revolution”.
ceft and company art directed and produced the shoot, in addition to designing and producing the book.
the agency also conducted the casting for the shoot. selecting south african model, candice swanepoel, on one of her earliest commercial engagements. since then, candice has been photographed for vogue, harpers bazzar, tom ford, miu miu, chanel, christian dior and of course victoria’s secret.
the “revolution inside” technology was designed for light-to-medium impact sports like running, weight-training and yoga, all of which were featured in the book.
