Project Overview:

The 40 Years of Force campaign celebrated the enduring legacy of the Nike Air Force 1 by spotlighting B-more- the city that helped keep the silhouette alive. Forty years ago, when Nike was preparing to retire the Air Force 1 due to low sales, DTLR placed a container-sized order, playing a pivotal role in the shoe’s survival and cementing its cultural impact.

To honor that history, we joined forces with community members from across generations—each representing the past, present, and future of Baltimore’s influence. Whether through art, music, or community leadership, each subject brought their own light to the celebration of the Air Force 1’s journey.

The campaign featured voices like Angel Reese, Kevin Liles, Mayor Brandon Scott, and others who carry the spirit of B-more forward. Together, they personified what it means to stand as a force—individually and collectively—through 40 years of impact.

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Scope of Work:

• Concept & Development: Led the creative development and storytelling framework for the campaign, shaping the narrative and visual approach from the ground up.

• Art Direction: Oversaw the visual language and overall aesthetic to ensure a cohesive look and feel across all campaign elements.

• Photography: Captured campaign imagery, focusing on authentic portraiture and storytelling moments that highlighted each subject’s unique connection to the Air Force 1 legacy.

• Post: Managed image selection, retouching, graphic assets and color grading to deliver final assets that aligned with the campaign’s creative vision and brand standards.