Heather Burrell
Spring-Summer 2022
Cul-de-sac Crew
Play Fearless



Client:
Nike Kids, Global


Role:
Art Director
Media:
On-body Photography
Usage Guidelines
Nike Retail
Nike Digital
Paid Media
Look of Play marked one of the first consumer-facing expressions of Nike Kids’ new Kidvision identity — a creative lens that sees the world not as it is, but as it could be when filtered through imagination. For Spring and Summer 2022, this came to life in a playful “cul-de-sac crew” of kids who transformed their neighborhood into a festival of sport and creativity. Shopping carts became race cars, sidewalks turned into lava bridges, and every corner was reimagined as a stage for movement and self-expression.

The campaign’s objective was to create a product marketing model that was both kid-right and parent-right — combining durability, ease, and comfort with a fresh emotional connection to the culture of play. By framing play as a spectrum between lifestyle and performance, we introduced muses like the daydreamer, the adventurer, and the next legend to represent the dimensional ways kids relate to sport. This became a foundation for how Nike Kids could style, shoot, and tell stories in ways that resonated across markets.

Visually, the art direction broke free of traditional sports advertising by embracing imaginative set design, convention-defying movement, and styling without rules. The result was a vibrant, optimistic world that felt authentic to kids while signaling a new creative chapter for Nike Kids. It set the tone for future seasons of Look of Play and established Kidvision as a distinct platform for celebrating the joy and creativity that kids bring to sport.





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