Nike x Patta - Waves Not Cycles

This campaign was designed to show that the collaboration is a thematic reference to the cultural shifts and enduring influence that Patta has had on its greater community and industry. In this four-part film we follow siblings Abdul and Carista as they ride the ever-changing seas of life. The opening chapter represents the future generation. A teenager, Abdul feels trapped and wants to break free from the cycle of his life. The boy is learning who he is, in life and work, independently of his parents expectations for the environment he is in.

Produced 4 short films and stills in collaboration with talent such as Ozwald Boeteng, rappers Skepta and Little Simz, and Olympian Mo Farah. The films on YouTube reached 1.5m views as well as national audiences on Channel 4 where the films were premiered.

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