Too Big Too Miss
Nike - Erling Haaland Player Edition
How do you stop a larger-than-life goal scoring machine from coming to your city and destroying your club? YOU DON'T! He’s a force of nature, an unstoppable giant of the game, and he’s coming to take over your city. Erling doesn’t just dominate, he towers over the opposition. Too Big To Miss.
Year
2025
Timeline
12 Weeks
Role
Art Direction + Design
Creative Approach
In the Summer of 2025, we sought to release the next big blockbuster movie featuring the larger-than-life athlete, Erling Haaland.
By building a custom miniature city and enhancing the realism in CGI, we were able to place a giant Erling in a world where he is set to destroy his competition.
To further amplify the concept, we shot Erling's Player Edition boot on a trailer of a 1:24 scale model of a British lorry. We used movie graphics such as poster textures, critic reviews and end credits to tie our two distinct visual worlds.
Make it Real
"Too Big Too Miss" was a simple idea with an endless runway of exploration and world building possibilities. Our partners in Nike Europe took this basic concept and made it a reality. Ultimately building a size 672 UK football boot, tying it down to the back of a real British lorry, and driving the massive replica around Manchester, UK ahead of the big derby game.
My Responsibilities
Led art direction and design for in-studio product photography, supported athlete photography post production, contributed to early conceptual narrative direction, and led art direction for digital design deliverables.
Credits
Year
2025
Creative Direction
Dave Frank
Caroline Bleeker
Art Direction
David Oliva
Design
Steven Oey
Narrative
Beau Bernstein
Afnan Altimimi
Production
Lisa Zandi
Christina Palomino
Lindsay Krahn
Creative Partners
KNAS Studio
Photography
Jeremy Soma (Athlete)
Cameron David Smith (Product)
Production Agency
Shoot Europe
Stylist
Tati Cotliar
Set Design
Get Setsy (Athlete)
Birte Von Kampen (Product)
Todd Templeman (Product)
Post Production
Aixsponza (Athlete)
Postmen London (Athlete)
Swanson Studio (Product)
Digital Designer
Juleah Zach
Digital Producer
Nial Givens
