Nike Studio, Central Milan
9:17 AM
The studio was in a converted warehouse space near Porta Garibaldi with exposed brick walls and industrial lighting that created the specific aesthetic Nike preferred for their athlete content, and when Demien arrived at nine-ten a production assistant met him at the entrance and guided him through the building toward the main shooting area where equipment was already set up and crew members were adjusting cameras and reflectors.
"Demien, good morning," the creative director said when Demien walked into the main space, and the man extended his hand for a brief professional handshake before gesturing toward the setup. "We're doing action shots first—you with the ball, various poses, different angles. Then we move to promotional stills for the boot launch campaign. Should run about four hours total if everything goes smoothly."
