While the whole world was looking at the newly built stadiums of Moscow, NIKE decided to look to places where football is actually played in Russia. The Korobkas – where the next generation of footballers dream big and play hard, and where sport culture and street culture intersect.

The project started as a guerrilla out-of-home campaign. Hundreds of wheat pastings were posted in and around Korobkas across Moscow. Each was a single piece of artwork that also became a single frame of animation. Frame numbers and a URL next to each piece drove online to a stop-motion film that told a story of Russian street football, literally using the streets of Russia.

Agency: W+K Amsterdam
My role: Creative director
Awards: Cannes Lions Gold, Eurobest Silver