Heather Burrell
Fall 2022
Look of Play
Nike Kidvision



Client:
Nike Kids, Global


Role:
Art Director
Media:
On-body Photography
Usage Guidelines
Nike Retail
Nike Digital
Paid Media
The Look of Play story continued into Fall 2022, evolving Nike Kids’ Kidvision into even more imaginative, joy-filled spaces. This season’s crew embraced “We Came to Play” as both mindset and mission, turning everyday environments into portals of creativity where dance recitals, urban hikes and martial arts blur the line between sport and play.

The art direction leaned into absurdity and delight, taking cues from sports photojournalism but twisting it with Gen Alpha energy. Inclusive casting, unserious styling, spontaneous movement, and inventive set design brought the campaign to life with humor and wonder. The result was a fresh, immersive take on play that reminded kids and grownups alike that sport is only as fun — and as creative — as you make it.






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