Dicky Jr - Design + Strategy

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Wide Nike NBO campaign artwork showing the full sneaker lineup on a stage set

Case Study

NIKE NBO City Edition

This self-initiated concept set out to bottle Nairobi's colour and energy in a sneaker story. We explored how a Kanjo-inspired green and yellow palette could live across a Nike NBO drop, from moodboards to campaign beats and a director's cut video.

Campaign Moodboards AI Video
Client
Personal Project
Year
2024
Role
Creative Direction, Design, Video Direction
Deliverables
Moodboards, campaign concepts, project video

Designing a personal tribute to Nairobi.

The Nike NBO concept began as a personal project to infuse Nairobi's colour, matatu grit, and restless motion into a sneaker experience. The green and yellow story leans directly on Nairobi City County—Kanjo—uniforms, grounding the shoe in the civic pulse of the city.

We assembled layered moodboards, potential campaign materials, and a self-directed project film to explore how typography, rhythm, and texture could energise the drop across key moments.

Disciplines

Creative direction, brand design, motion design, video direction

Team

Dicky Jr (concept, design, direction), Shawna Kyalo (Art Direction), Romy Nawab (Art Direction), ARK crew

Timeline

Self-initiated exploration (2024)

Nairobi Palette

The green and yellow core tones nod to Nairobi City County crews and anchor the wider set of supporting accents used across the concept visuals.

Poster variation showing a green Nike NBO badge on a neutral backdrop
Edition badge artwork anchoring the visual system with stitched details and muted canvas tones.
Poster variation highlighting Nike NBO typography with bold diagonal framing
Headline treatments lean into Nairobi matatu lettering cues, set against tactile fabric textures.
Poster exploration combining athlete photography with Nike swoosh overlays
Athlete-driven storytelling layers cutout imagery with the swoosh to celebrate the city’s running crews.
Poster featuring Nike Air typography and gradient background inspired by Nairobi heat haze
Gradient washes reference late-afternoon heat, pairing with Air Max typography for product-led moments.
Nike NBO poster featuring a close-up detail of the sneaker tooling
Macro storytelling calls out sneaker tooling and materials, highlighting the craft behind the colourway.
Poster variation with modular grid blocks spelling out NBO in warm gradients
Modular blocks keep the system flexible for retail, social, and out-of-home surfaces.

Strategy

  • Urban immersion workshops
  • Design research

Design

  • Custom logotype and pattern language
  • Poster and OOH
  • Motion graphics package

Production

  • Launch film direction