Project: Nike: NBA E-commerce Jerseys
Summary: The purpose behind this project is to streamline our customer facing imagery by compositing and creating assets in photoshop to reduce photographs needed to be taken. This entire process allows for our department to create images before they are produced and manufactured. The process of this project is completed with the use of Adobe Photoshop and Adobe Illustrator (besides the original base images that were previously photographed). This means that all Tags, Logos, Numbers, and Names were all created within photoshop using Illustrator design files. Textures/mesh and all key details for our jersey images were created through photoshop.
Role: Retoucher/Digital Styling/Digital Art Direction
Challenges: Photographs were being shot separately at another Nike location in Los Angeles. The curating and communication process with photographers from a remote location was a learning process. We had to streamline protocols for photographers to shoot each photograph a specific way to fit the project’s needs. Our team is typically given 2-3 sets of an NBA jersey image consisting of front, back and detail shots to create 32 different NBA jerseys. Logos and special trims of each jersey are typically developed by my creative team. We create different textures and color ways for each logo and tag that needs to be put on the jersey. These tags are created based upon the measurements given to us from designers.
Successes: My skill sets in digital design and photography has helped me understand how our post-production product should look. Specifically how each product should be contrasted while we are creating each image in photo- shop for each jersey. Our creative team’s process in developing each image was a great opportunity for me to learn how to bring Nike’s high quality production to life.
Take Away: Creating textures in photoshop with no photographic imagery is very challenging but has given me a fantastic tool-set to use towards other projects. The techniques I have learned with my creative team resonates with all of my future work as an Art Director.
Platforms: Online, Social Media, Company Website, Billboards, Global Websites, Stakeholders. Videos on bottom of page show production pipeline in action