AN OPTIMALLY AMPLIFIED SKATE TOUR
Inspired by retro-futurist tech and the kind of gear you’d uncover in a back-alley of a night market, the HAI DEF aesthetic lives between physical and digital. State-of-the-art yet raw. Detailed yet elusive. Familiar, but slightly off-frequency.

The title flips “Shanghai” into “HAI DEF” — pulling “HAI” from the city itself, while “DEF” nods to audio-visual vernacular and high-definition culture. Together, it speaks to redefining perspective: reframing the world on your own terms, similar to the way skateboarding transforms the city into something entirely new.

NIKE SB:
Hai Def

MY CONTRIBUTION:
Creative & Art Direction:
Overall visual direction; Identity, photography style, layout, graphics.

Design: Logo, Campaign Visual Center

AGENCY:
NEMO Design

VIDEO PRODUCTION:
Nike SB GC / Thrasher Magazine

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NIKE SB: Air Max 95