[Visual Research]
2019 / commercial
Directed by Roger Guàrdia / Produced by CANADA
For Nike Korea’s “Choose Phenomenal,” our research and design work focused on shaping a visual language that could balance strength, beauty, and contradiction.
The campaign, launched for International Women’s Day 2019, challenged traditional gender expectations in Korean society by celebrating women who define success on their own terms. Our approach to the treatment was built around the idea that every decision is an act of creation—that “you are the masterpiece of all your choices.”
Visually, the concept was expressed through a diptych structure: two parallel frames showing contrasting yet equally valid paths. My research explored how to translate this idea into texture, rhythm, and tone—referencing Korean visual culture, portrait photography, and duality in contemporary design. The goal was to find harmony between emotional storytelling and bold graphic structure.
The result was a poetic, cinematic campaign that became both intimate and universal—a visual statement that there is no single way to be phenomenal.
CREDITS
Director: Roger Guàrdia
Agency: Wieden + Kennedy Tokyo
Production company: CANADA
Cinematographer: Natasha Braier
Grading: Marc Morató
Post: La Metropolitana