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

