Nike: Just Do It!
Creating Nike Ad "Just Do It!" Campaign
Welcome to This Week's Edition of The Carty Method Magazine!
This week we challenged our photographers to create a image that could be used an upcoming Nike Campaign with the tag line “Just Do It”.
Nike is a household brand in sports, fashion, and lifestyle.
Nike’s value mission is to inspire and innovate every athlete in the world. Providing fashionable, innovate, and high-performance shoes for customers in every sport to meet their changing demands.
Ready to be inspired by some amazing Nike “Just Do It” Photos from this week’s photo of the Week winners!
Let’s dive in!
Assignment Brief
CARTY gives a tight brief at the end of his photo review shows which tells us shooters what we have to shoot exactly for the following weeks review.
Here is this assignment exactly how he shares it.
“This weeks Assignment: Nike is preparing for their next campaign and requires a lead image that embodies the brand’s “Just Do It” spirit.
The final image should feel aspirational while remaining authentic to the spirit of sport and athletic achievement."
Magazine covers, Billboards (Center horizontal) and double-page spread layouts are accepted."
People Photographers
Capture athletes or everyday people in dynamic motion.
Ensure the apparel suits your photo’s message.
Places Photographers
Document urban training environments or iconic sports venues.
Include the brand’s product creatively.
Things Photographers
Showcase Nike products in authentic action scenarios.
Selim El Madani
What was your initial inspiration for this image, and how did you tie it to Nike’s “Just Do It” spirit?
Well this wasn't the original idea, but an in-between shot.
However it embraced more the spirit of the brand and their image than the other shot so I choose this one instead.
What was the most challenging part of executing this assignment, and how did you overcome it?
To be honest, I thought shooting people doing sport in a stylish fashion would've been easier.
All the shots i had of the model doing sport were not up to my standard nor the brand.
How did you ensure your image aligned with Nike’s brand identity while still showcasing your unique style?
This image stood out to me as all the other image I took were too posey or there was too much trying in it which made it look fake.
This one is more real and this is something I try to achieve in my art, having real people doing real thing and photographing them.
How did this project inspire or push you creatively compared to previous assignments?
I used an outdoor strobe for the first time so that now I can also shoot outdoor with a flash and I don't necessarily rely on the weather.
What does the phrase “Just Do It” mean to you personally, and how did you incorporate that into your work?
To me, it reminds of Shia Leboeuf's meme.
How i incorporate it however is through setting my goal and giving everything I have to achieve it.
If you had to pitch your image to Nike, what would be your key selling point?
Simple, focused, clean : just do it
Social Media Handles:
Instagram: selim.elmadani
Website: selimelmadani.com
Christina Nicole
What was your initial inspiration for this image, and how did you tie it to Nike’s “Just Do It” spirit?
As a Nike enthusiast with a background in dance.
My ultimate dream is to shot a campaign for Nike. When this assignment was announced, I knew I wanted to incorporate dance- as we are musical athletes.
I wanted to give shine to the culture of breaking in the city it was birthed: New York.
No one understands the “just do it” motto more than a freestyle dancer ready to execute movements at the drop of the beat.
What was the most challenging part of executing this assignment, and how did you overcome it?
The most challenging part of this assignment was the lighting!
Oh gosh. I didn’t have anyone to accompany me with this shot just my subject and myself.
I knew it would be challenging to set up a light stand and strobe all while keeping an eye on our belongings and capturing the shot.
Although I did not prefer to shot wide open it was the option I found best to freeze the movements without motion blur.
While not having to boost my ISO super high.
Next time just bring the strobe!
How did you ensure your image aligned with Nike’s brand identity while still showcasing your unique style?
Nike focuses a lot on spots and action shots.
I wanted to take a piece of this information and incorporate dance into the presentation.
My mission was to stay true to the company’s theme of action shots and athleticism.
While showcasing a slightly different medium of sports and movement.
How did this project inspire or push you creatively compared to previous assignments?
To be honest each assignment is a push!
The idea for this campaign came quickly for me; as I wanted to one day shoot a spec look book combining Nike and dance.
I was naturally inspired to create something out of the box yet usable for the brand.
What does the phrase “Just Do It” mean to you personally, and how did you incorporate that into your work?
As a performing artist this phrase is a way of life!
The first step is always the most difficult, the first shot is always the hardest.
The most important thing is to start somewhere, improve along the way.
Gain skills and knowledge as you go - but first get over your fear and “just do it” already!
If you had to pitch your image to Nike, what would be your key selling point?
My key selling point for a pitch using this image would be: No matter the obstacle - dancers get down in a New York minute. Breakers “just do it.”
Social Media Handles:
Instagram: the_artsy_creative
Sean Thomas
What was your initial inspiration for this image, and how did you tie it to Nike’s “Just Do It” spirit?
Actually the inspiration came from Nike’s competitors.
A couple other brands have entered the workwear category and are being received well.
The spirit of this ad plays on the idea of doing car repair/maintenance yourself.
What was the most challenging part of executing this assignment, and how did you overcome it?
Lighting was the most difficult because I was using continuous lighting.
Which was not enough for the dimly lit garage.
So to compensate for the loss, I opened the garage door to let natural light in.
How did you ensure your image aligned with Nike’s brand identity while still showcasing your unique style?
I wanted to make sure there was no other branding visible and use only a few colours throughout the entire image.
This allowed the style of both Nike and AutoLux to come through individually as well as blending together cohesively.
How did this project inspire or push you creatively compared to previous assignments?
Pushed me creatively by incorporating staging as well as including talent(model) into this shoot.
What does the phrase “Just Do It” mean to you personally, and how did you incorporate that into your work?
It means pushing through any obstacle by enacting even the smallest movement forward towards completing an action.
In this case for me it is reaching out for assistance.
If you had to pitch your image to Nike, what would be your key selling point?
I would deliver a data driven presentation highlighting their opportunity to achieve major market share positioning in the safety footwear and workwear product category.
Social Media Handles:
Instagram: autoluximagery
Substack: autoluximagery
Website: autoluximagery.com
LaMont Desal
What was the most challenging part of executing this assignment, and how did you overcome it?
Just preparing for session prior allows you to overcome issues with assignments.
Finding the right model, My creative Stylist for this has worked with me for over 8 years.
We have a genuine desire to make each other better and bring the best of our collaborations and I hope to get better as a creator this year.
How did you ensure your image aligned with Nike’s brand identity while still showcasing your unique style?
I did the research on how they approve their advertisements and what they genuinely use in magazine ads for both high end and everyday consumers.
I wanted to create sense of endless possibilities by using a heroic capture fully dressed for play in Nike gear.
A symbol of defense and strength. Something that you do not want to see or line across from on a football field.
How did this project inspire or push you creatively compared to previous assignments?
I normally do not shoot lifestyles images of athletics in a non editorial way.
I wanted to shoot this differently for the purpose of a advertisement but I truly will create more work in an editorial way for the brand in the near future.
What does the phrase “Just Do It” mean to you personally, and how did you incorporate that into your work?
Nike’s “Just Do It” campaigns are all about perseverance, pushing limits, and taking action.
This image captures that same spirit—the athlete looks ready to dominate the game, embodying a fearless, go-getter attitude that resonates with Nike’s messaging.
This is how I approach my goals moving forward for now and the future.
Just do it.
If you had to pitch your image to Nike, what would be your key selling point?
1. Raw Athleticism & Determination: This image captures the grit, focus, and power of an athlete in action.
The low-angle shot makes the subject look dominant, emphasizing the unstoppable drive that Nike champions in every campaign.
2. Authentic Storytelling: Nike’s best images tell a story beyond sports—this shot represents confidence, preparation, and the moment before greatness.
It’s not just about the game; it’s about the mindset of pushing past limits.
3. Iconic Nike Aesthetic: The clean contrast, bold colors, and subtle but effective branding (Nike swoosh on cleats, jersey, and football) align with Nike’s signature visual identity—dynamic, modern, and inspiring.
4. Youth Culture & Aspiration: Nike thrives on connecting with young athletes and dreamers.
This image speaks directly to that audience, making them see themselves in the athlete’s position, ready to take on any challenge.
5. Versatile Marketing Potential: This image could be used across multiple Nike campaigns—social media, digital ads, or print—because it embodies the core *“Just Do It”* spirit: fearlessness, action, and ambition.
Social Media Handles:
Instagram: lamontdesal
Website: lamontdesal.com
Steve Bourdeau
What was your initial inspiration for this image, and how did you tie it to Nike’s “Just Do It” spirit?
I grew up a fan of skateboarders and even though I couldn’t skate myself, I idolized those like Tony hawk and Bucky Lasek.
If there is any sport that requires you to get back up after getting knocked down, it’s certainly skating.
And that is the epitome of the “Just Do It” mentality.
What was the most challenging part of executing this assignment, and how did you overcome it?
I didn’t show up with a specific person so I had to find someone to shoot on the spot. Getting over the fear of rejection was difficult.
I had to tell myself to JUST DO IT and ask the kid in the photo if he would work with me and it paid off.
The park was also busy so there was a lot of waiting for an opening to shoot at the specific spot.
How did you ensure your image aligned with Nike’s brand identity while still showcasing your unique style?
I made sure to get the right angle that gave leading lines in the background that lead you to the Nike shoes while displaying the logo clearly at the same time.
How did this project inspire or push you creatively compared to previous assignments?
This assignment was a daunting task as the standard that Nike has and deserves is incredibly high.
I needed to challenge myself to step up and prove to myself that I could rise to the occasion.
What does the phrase “Just Do It” mean to you personally, and how did you incorporate that into your work?
As I stated before, I had to remind myself to just do it and get uncomfortable.
I needed to remember that we are all just people and getting a “no” is more than ok.
Being uncomfortable only means that you’re moving in the right direction.
A direction of growth.
If you had to pitch your image to Nike, what would be your key selling point?
This is only an example of how I can elevate Nike gear and immortalize the athletes that wear it.
Social Media Handles:
Instagram: steven_bourdeau
Website: stevenbourdeau.com
Amund Thompson
What was your initial inspiration for this image, and how did you tie it to Nike’s “Just Do It” spirit?
My inspiration for this image came from wanting to capture the raw energy and motion that aligns with Nike's “Just Do It” spirit.
The light streaks symbolize the intensity and drive of the game, while the bold design of the ball ties it all together with a focus on outdoor grit and determination.
I wanted this shot to feel alive, like the action never stops.
What was the most challenging part of executing this assignment, and how did you overcome it?
The most challenging part of this assignment was capturing the perfect balance of motion and sharpness in a low-light setting.
Timing the light streaks to complement the ball’s branding without overpowering it required a lot of trial and error.
I overcame it by meticulously adjusting the light placement and experimenting with settings until everything came together seamlessly.
How did you ensure your image aligned with Nike’s brand identity while still showcasing your unique style?
The light painting streaks and sharp contrast echo Nike’s cutting-edge style, while the focus on motion and grit connects to their “Just Do It” ethos.
At the same time, I brought my unique style through careful use of light and composition, creating a clean yet electrifying look that feels distinctly mine.
How did this project inspire or push you creatively compared to previous assignments?
Unlike previous assignments, I had to think beyond static compositions and focus on dynamic elements that evoke energy and action.
It inspired me to experiment with light painting techniques and step outside my comfort zone to create something that feels alive and aligned with Nike’s bold identity.
What does the phrase “Just Do It” mean to you personally, and how did you incorporate that into your work?
To me, "Just Do It" means pushing past hesitation and embracing the challenge, no matter how daunting it feels.
I incorporated that mindset by experimenting with bold techniques, like light painting, and committing to a vision that demanded precision and patience.
This image reflects that drive—capturing motion, energy, and grit in a way that speaks to the determination behind the phrase.
If you had to pitch your image to Nike, what would be your key selling point?
The combining dynamic motion, striking contrast, and innovative use of light to evoke energy and determination.
The image captures the essence of playing and relentless drive, making it a perfect fit for their brand’s focus on performance and passion.
Social Media Handles:
Instagram: amundphoto
Website: amundphoto.com
Liza Heider
What was your initial inspiration for this image, and how did you tie it to Nike’s “Just Do It” spirit?
I wanted a stylized and athletic mood for this image.
I wanted my subject to be passionate about a sport in order to evoke a connection with movement and athletics.
I aimed for a minimalist feel.
What was the most challenging part of executing this assignment, and how did you overcome it?
This was my first time testing out my new ProFoto kit and using new technology felt a bit foreign to me.
I practiced setting up my strobe and pack the day prior making sure I felt comfortable with the lighting system.
Shooting my subject in an advertising style was very challenging too as I haven't done a lot of advertising type work.
I studied several Nike ads in order to gather my mood board.
How did you ensure your image aligned with Nike’s brand identity while still showcasing your unique style?
Simplicity thus making sure the Swoosh logos were the main feature of the image.
How did this project inspire or push you creatively compared to previous assignments?
Just Do It has to be one of the most inspirational ad campaigns ever created.
There is so much a photographer can do with this campaign.
What does the phrase “Just Do It” mean to you personally, and how did you incorporate that into your work?
Just Do It comes up during challenging moments in my lifetime.
2024 was a very 'Just Do It' year for me.
Deciding to rekindle my photography career after many years of neglect required a lot of focus and energy.
Just Do It came to mind many times when I needed encouragement and was a great mantra for pushing myself in my work and completing difficult tasks.
If you had to pitch your image to Nike, what would be your key selling point?
Simplistic, minimalist and stylized photography showing connection with my subjects.
Social Media Handles:
Instagram: lizaheiderphotography
Website: lizaheider.com
Best In Show!
Nick Johnson
What was your initial inspiration for this image, and how did you tie it to Nike’s “Just Do It” spirit?
The very fast gentleman in this portrait is Canadian silver medal Olympian, and current Team Nike member Mohammed Ahmed, whom I had the great fortune of being introduced to through an existing client.
I wanted to photograph him in a way that humanizes more than highlights his abilities and yet clearly identifies him as a member of the Nike family of athletes.
What was the most challenging part of executing this assignment, and how did you overcome it?
Being in the literal birthplace of Nike I've always felt the need to hold off til the time was right to approach work with them in mind - it's every PNW photographers white whale.
So, This is very much my own "just do it."
This assignment, combined with last week's podcast really drove home something I always say to others and that is "perfect is the enemy of better."
So I took a risk and pitched the idea to Moh through a mutual acquaintance and was honored when he agreed.
How did you ensure your image aligned with Nike’s brand identity while still showcasing your unique style?
My style generally combines style with simplicity and I wanted to showcase a relatively minimalist approach here.
The person, confidence, and a simple nod to the brand.
I wanted to ensure that there was ample room for Nike to add their own text and branding, so I opted for a monochromatic look for both the photo and the wardrobe.
How did this project inspire or push you creatively compared to previous assignments?
The photo would fall flat if it were just a "that's nice" for instagram.
I had to ensure the athlete connected to the viewer in a way that served the higher purpose of reaching Nike's audience.
What does the phrase “Just Do It” mean to you personally, and how did you incorporate that into your work?
Being nervous or fearful of big, impactful situations and opportunities is universal whether an athlete or an artist, or in everyday life.
In the end, nothing positive happens without action.
As Carty says you'll never feel fully ready. In order to work with subjects at this level and hopefully get Nike eyes on my work, I simply had to act despite the stakes, and just do it.
If you had to pitch your image to Nike, what would be your key selling point?
I would highlight the incredible achievements of Moh on the track, and just as importantly his philosophies on leadership and positivity, and suggest that he is a member of Team Nike that is worthy of being highlighted in their campaigns.
I would suggest engaging me to create an expansion of the material shot on this spec project.
Social Media Handles:
Instagram: nickjohnsonphoto
Website: nickjohnson.net
Ana Kaya
What was your initial inspiration for this image, and how did you tie it to Nike’s “Just Do It” spirit?
My inspiration came from the weather outside.
I wanted to create an outdoor ad for Nike to encourage people to embrace the outdoors, no matter the conditions.
It reflects the “Just Do It” spirit—pushing through challenges and taking action regardless of circumstances.
What was the most challenging part of executing this assignment, and how did you overcome it?
The biggest challenges were the -15°C weather and unpredictable lighting.
My model was incredibly brave to remove her jacket and pose in such harsh conditions.
To overcome these challenges, I planned efficiently, worked quickly, and kept the environment as comfortable as possible for the model between shots.
How did you ensure your image aligned with Nike’s brand identity while still showcasing your unique style?
I focused on making the image about the person and her achievements rather than solely on the brand.
My goal was to tell a story that embodies the “Just Do It” spirit—showcasing resilience, strength, and determination—even without overtly displaying the brand.
How did this project inspire or push you creatively compared to previous assignments?
This assignment required a lot of coordination and adaptability.
I was fortunate to have an incredibly supportive model who made the process smoother.
It pushed me to think on my feet and find creative solutions in a challenging environment.
What does the phrase “Just Do It” mean to you personally, and how did you incorporate that into your work?
To me, “Just Do It” means overcoming self-doubt and taking action without overthinking.
I incorporated this mindset by creating an image that reflects determination and encourages others to embrace that same fearless attitude.
If you had to pitch your image to Nike, what would be your key selling point?
My key selling point would be that the hero of my image is a woman in her 40s who is:
• Active
• Healthy
• Strong
• Mindful
She represents Nike’s values while showcasing that fitness and strength are for all ages.
Social Media Handles:
Instagram: akphotography.2020
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Carty is a Pro Photographer, Director, and Educator based in Toronto, CA.
His goal is to educate and connect a global network of visual creators.
👉🏾 Mindset Shifts and Immersive Pro Education on YouTube 👈🏾
Learn more about him and see his work at 👉🏾 SteveCarty.com
Join his photographer’s community 👉🏾 TheCartyMethod.com/community
Work with Him 👉🏾 theCartyMethod.com
The Carty Method Instagram @TheCartyMethod
Such an inspiring assignment! Congratulations 🎉 to all the winners.