NEVER/NOT: A Nike Snowboarding Film
Along side the internal Nike Snow team, director Per-Hampus Stalhandske and writer Joe Muzzey, the team helped provide insight on the story arc, goals, personality and tone for the movie script.
Once the overarching story was set, we concepted the film’s visual direction. We used legendary photographer Embry Rucker to shoot epic living portraits of the athletes for the opening sequence of the film. Natas Kaupas was also commissioned to create artwork titles for advertising, the film’s titling sequence, and other artwork that was used in the film, the DVD packaging and the campaign in general.