Project Information

From the Grounds Up is a new editorial series by Nike that showcases the transformative and redemptive power of sport, featuring soccer teams and players from all around the world. Through each of its episodes, the series explores the journeys of different clubs and communities, presenting stories that despite being moving and inspiring, are rarely told. The first episode focuses on London's Hackney Wick FC, founded by coach Bobby Kasanga, once a talented youth player himself. Initially led astray by local gang culture, Kasanga’s motivations for positive change are fueled into sport and his community, where he spearheads three local teams.

The new identity system for From the Grounds Up was designed to balance the boldness of the Nike spirit in a way that didn't overpower the individual narratives that are spotlighted in each episode. A crucial consideration for the project was the need to display and organize varying forms of content including video, photography, b-rolls, found imagery and text. Through a sharp editorial lens, we designed a modular grid where elements are able to be combined and rearranged to enhance the multiple layers of storytelling throughout the series. The flexible framework also considers the need for optimized viewing, allowing the content to seamlessly adapt to a range of different formats and key platforms including Instagram Stories, IGTV, YouTube and OOH.

Referencing the series title, From the Grounds Up, the system was designed to be in constant flow, moving from the bottom up and extending beyond the frame. Alluding to an ever-changing timeline of events, it was this idea of constant movement that defined our approach as each player navigates their personal journey. It is this commitment to one’s true self and resilience in spite of fear that not only defines Nike, but allows those under its umbrella to aim higher. As Bobby Kasanga stands in the middle of a circle of players from the Hackney Wick FC Youth Academy, he tells them to close their eyes. “What is it you want to achieve?” he asks. “What is it you want to be? I want to let you guys know you can do it, because I’m a living testament to that.”

Watch the first episode.


Design Direction:
Felipe Rocha, Leo Porto

Motion Design:
Fionn Breen
Hyejin Song

Project Management:
Nicholas Schröder

Nike Creative:
Alexandra Sobiecki
Lucy McCalmont

Director: Jess Kohl
Producer: Nikola Vasakova
Executive Producer: Juliette Larthe
Production Company: Girls in Film & Pretty Bird
1st AD: Eno Enefiok
DOP: Steve Annis
Steadicam: James Burgess
Focus Puller: Eira Wyn Jones
2nd AC: Kairo Jones
Cam Trainee: Joe Medlock
Gaffer: Alex Gibbon
Grip: Aaron Porter
Sound: Bridgitte Bradshaw
DIT: Ashley Hicks, Ellie Bright
Runner/Drivers: Ben Cole, Sophie Nejad, Josh Govett, Anthony Bugge
Photographer: Blue Laybourne
Editor: Gary Forrester
Online Editor: Kit Harwood
Grade: Simon Bourne
Music: Roger Goula
Additional Cinematography: Thomas Hole
Camera Assistant: Jerome James King
Additional Sound: Chi Limpiroj


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