+ Creative direction and art direction
+ AI Photography and Videography
+ Digital Campaign
+ Motion Graphics
A modular activation system for Facegym’s role in Nike’s Moonshot NYC programme. Designed around a limited edition training stick, a CEO talk and a full set of AI generated visuals for social, motion and print.
Overview
Facegym partnered with Nike for Moonshot NYC to extend its presence within a performance-driven environment. The activation introduced a limited edition training stick created specifically for the event, supported by social teasers, motion assets, printed materials and content for the CEO talk. The intent was to position Facegym clearly within the programme while preserving the precision of its own visual identity.
Challenge
The collaboration required a system that aligned with Nike’s athletic intensity yet remained faithful to Facegym’s controlled visual behaviour. The activation needed to introduce a new product with clarity and integrate it across all formats. Timelines were tight, and all product imagery and motion needed to be produced through AI while still matching the brand’s material sensibility and lighting discipline.
Approach & Process
Developed a visual direction built on typographic precision, strong grids and controlled contrast suitable for both digital and print.
Created a modular template system for teasers, countdowns, CEO talk graphics and event-day assets, ensuring stable hierarchy across formats.
Directed AI generated product imagery to match Facegym’s palette, texture and lighting, producing a consistent set of assets for motion and static use.
Positioned the limited edition training stick at the centre of the activation, shaping layout and pace around product clarity.
Produced print materials that aligned the physical event experience with the digital system.
Worked iteratively with Facegym teams to refine tone, typography weight and motion timing, maintaining coherence across all outputs.
Outcome
The activation launched with a complete ecosystem of assets for social, motion and print. The limited edition training stick was introduced with clarity through AI generated visuals shaped to the brand’s aesthetic. The modular structure allowed efficient roll-out and ensured visual consistency across all touchpoints, including the CEO talk.
Impact & Reflection
The project strengthened Facegym’s confidence in operating within high performance environments while retaining its identity. It established a repeatable workflow for fast activations that combine modular systems with AI supported production. The work also reinforced internal alignment around visual clarity and cross-format cohesion.