Art Director
& Graphic Designer

Nike Kids ME
Riyadh Boulevard Take Over


Art Director, 2025


‘Sport is Never Done’, is a campaign challenging parental misconceptions around sports and societal expectations on children, helping families in the Middle East to move more and to move better. As part of this campaign, we were briefed to take over the 78 screens at Times Square Riyadh Boulevard. Using the immense dimensions and the multiple screens of this unique space we brought to life the key visuals of the campaign. We use the screens to translate the collage based visual language of the campaign into an animation full of movement and power. 



SOUND ON




The multiscreen set up of Riyadh Boulevard was quite challenging but we used it to our advantage. To bring to life the key visuals of our campaign we treated each display as one piece of a massive collage. With a stop motion-like animation we used scale and rhythm to generate a sense of movement that became bigger than the kids.

SOUND ON






Additionally, we took over the massive screens at the aquarium and ice rings at Dubai Mall, spaces where parents and kids connect to sport.





CREDITS:
Agency: W+K Amsterdam
Creative Directors: Evgeny Primachenko, Craig Williams
Art Director: Sabela Ros, Güney Soykan
Copywriter: Ane Santiago
Motion Graphics: Namso (Sohyeon Nam), Serhii Serbin


Work