Navigating the tapestry of culture and creativity, Finally Offline collaborated with adidas to birth the "Goodbye Summer" project, capturing the essence of New York City and Los Angeles as they transitioned from summer to autumn. Conceptualized and pioneered by Finally Offline, this nationwide campaign demonstrated a harmonious blend of community, brand, and artistic vision. In a groundbreaking effort, Finally Offline distributed over 1,000 rolls of 35mm film in partnership with Gusto 35, energizing the artistic communities of both cities. This unique approach fostered genuine narratives and culminated in grand gallery showcases in both metropolises, spotlighting talent like A$ap Lou, Kai Art, and more. The result? A staggering 39.2 million social reach, with over 200+ distinctive Instagram posts and a substantial 6,200+ submissions, solidifying "Goodbye Summer" as one of adidas' most monumental digital campaigns of that year.
🎬 Executive Director & Creative Director, Strategist: Will Nichols.
Delving into the multi-faceted life of basketball prodigy Blake Griffin was an assignment of profound responsibility. When Red Bull Media House approached us at Finally Offline, the harmony of our visions became clear instantly. Entrusted to unveil a more personal and unseen side of Blake – while honoring the cultural ethos of a world-class brand like Red Bull – was both an honor and challenge.
However, as often is the case in life and sports, unexpected hurdles arose. Blake's on-court injury might have seemed like an obstacle, but for our dedicated team at Finally Offline, it became a pivot point. The initial documentary was beautifully transformed into the "Season Pass" episodic series, shedding light on an unplanned, vulnerable segment of Griffin's journey.
The unfolding narrative, captured through our lens, offers viewers a raw, genuine perspective on an athlete's resilience. Through my roles as Production, Creative Director, and Strategist, I'm immensely proud of the story we've told — one that couldn't have been scripted.
🎬 Production Director, Creative Director, & Lead Strategist: Will Nichols
Tapped by Puma, I was entrusted with overseeing the production of this animation that charts the iconic evolution of the Suede silhouette. This 30-second journey through time is not just about showcasing a sneaker, but also about capturing its cultural imprint and growth as an emblem of style. Partnering with the talented animator @w0lf_tech, together we crafted a visual narrative that brings to life the dynamic transition of the Puma Suede, marking its indelible mark in fashion history.
🎬 Production Director: Will Nichols
Puma invited me to steer the production of an urban lifestyle video, complemented by compelling photos, all centered on their Puma GV CITY SPECIALITY sneaker. This dynamic visual and photographic content is poised to premiere across Puma's global social platforms and adorn their flagship stores worldwide. This isn't merely about footwear; it's a vibrant ode to the rhythm of metropolitan life.
🎬 Production Director: Will Nichols
Selected by the Los Angeles Clippers, I had the esteemed role of capturing numerous courtside moments over the course of a season. This wasn’t merely about photographing plays; it was about portraying the spirit, emotion, and essence of each match. Among the myriad of pivotal moments, the standout was undoubtedly being chosen to immortalize Kobe Bryant’s last away game at the Staples Center. This wasn’t just another assignment; it was a profound delve into the legacy of a basketball titan. Each snapshot taken was a testament to the passion and dynamism of the sport. Let's collaborate to frame your unforgettable moments.
📸 Photographer: Will Nichols
Tapped by Coachella Valley Music and Arts Festival, I had the singular opportunity to not only shoot pivotal digital content but also helm the digital production's photographic direction. This dual responsibility was both a testament to my expertise and a chance to influence the visual narrative of one of the world’s most iconic music events.
Beyond my personal lens, I orchestrated a symphony of visuals by carefully curating and leading a team of talented photographers. Each frame we produced wasn’t just a moment, but a melody of colors, energy, and emotions resonating with the festival's unique spirit.
From the sun-drenched afternoons to the electrifying nights, our collective vision captured the essence of Coachella, painting a picture of an event that's as much about the atmosphere as it is about the music.
🎬 Production Director / Photographer: Will Nichols📸
As the lead photographer for Nike's groundbreaking "Breathe" campaign, I was entrusted with capturing the essence of athleticism and the silent yet paramount relationship between athletes and the air they breathe. Set against the backdrop of intense sporting moments, the campaign explored the intricate dance of inhalation and exhalation in high-octane settings.
From soccer players maneuvering deftly across the pitch, boxers in the midst of intense exchanges, cyclists confronting the relentless wind, wrestlers grappling with fierce determination, to basketball players carving their path on the court — each shot was meticulously framed to highlight the profound interplay of breath and motion.
The visuals for "Breathe" aimed to transcend the physical. Through each captured moment, I sought to unveil the raw, emotional journey of athletes — the palpitations, the focused stillness before a pivotal move, and the shared realization that every breath counts. This campaign serves as a tribute to the symbiotic relationship between the rigors of sports and the life-sustaining act of breathing, all under the emblematic banner of Nike.
📸 Lead Photographer: Will Nichols
Entrusted by Puma, I, Will Nichols, served as the Production Director to craft a poignant homage celebrating the legacy of the indomitable Nipsey Hussle. Told through the lens of the powerhouse Los Angeles radio station Power 106, this tribute is not merely a video—it is a voyage into the heart of Nipsey's profound influence. With compelling visuals and evocative sequences, we delved deep into the tapestry of emotions, cherished memories, and Nipsey's unwavering commitment to community upliftment.
🎬 Production Director: Will Nichols
Celebrating half a century of iconic street style and unrivaled legacy. This collaborative masterpiece between Finally Offline and Colorway Creative dives deep into the enduring impact of the adidas Superstar. From its inception on the basketball courts to its monumental influence in global pop culture, witness the shoe that transcends generations and redefines cool.
🎬 Production Director: Will Nichols
As the founding creative director and lead designer behind Human Age Design, my journey in reimagining furniture design spanned an intensive three years. The project birthed two distinct, yet harmoniously crafted collections, each emblematic of a different ethos and technique.
The "Craft Collection," a paragon of traditional artisanship, showcases meticulous handiwork, constructed using exquisite materials like rich walnut wood and lustrous brass. It's a testament to the age-old art of furniture making, where every piece tells a story, every grain carries a legacy.
Conversely, the "X Collection" presents a futuristic vision. While maintaining the aesthetic semblance of the Craft line, it leverages advanced CNC machining methods, marrying technology with design. This unique approach exemplifies precision, innovation, and modernity.
Founding Human Age Design was more than a venture; it was an artistic expansion. It allowed me to traverse beyond my known creative horizons, challenging and enriching my range as a multi-medium artist. This endeavor stands as a profound testament to my commitment to innovation, design, and the indomitable spirit of artistry.
🪑Creative Director / Designer
