Nike × Monetochka
Campaign
The Brief
Set design for Nike's CIS market adaptation of their global campaign, featuring Russian singer Monetochka. The set had to feel like it was shot alongside the global campaign — same energy, same visual language — while being entirely conceived and produced in Moscow.
The Challenge
Adapting a global campaign for a local market is a precise problem. Too close and it looks like a copy. Too different and it breaks the coherence of the worldwide rollout. The set had to carry the DNA of Nike's global visual identity while giving the local audience something that felt made for them — with a local star at the center of it.
The Approach
Studied the global campaign's visual logic — its spatial compositions, its lighting approach, its relationship between the talent and the environment — and translated that language into a Moscow production. The set was designed to feel continuous with what Nike was running globally, while the point of view remained entirely my own.
The Outcome
Campaign assets deployed across Nike's CIS market channels as part of the global campaign rollout.