Crew brief · Confidential

NSW Lollapalooza
Lemonade Stand

Section 01

The Approach

Talent in Nike Studio Fleece beside the branded lemonade cart

Activation

Campaign

Lead with authenticity on our physical lemonade stand from CMF to graphics.

The four aespa LEMONADE single CD cover variants

Apparel

K-Pop

Create a compelling reason for people to make the journey and purchase an exclusive hoodie.

Nike Swoosh laid out in limes against a field of lemons

External posts: 8.2 or 8.3
Internal recap: 8.7
Stills: 8 beauty · 8 coverage
Video: 1 × 30 sec

Section 02

‘Sweet & Sour’ Hoodie

The Sweet and Sour hoodie, front view — Hoodie

The lemonade bottle, front and back labels — Lemonade

Section 03

Content Capture Ask

Internal Recap

Who: For Internal Use & Recaps only
What: Short form AV of outside + inside buzz and Karina post
When: 8.7

External Posts

Who: NSW Digital + Comms
What: 1 Post, 8-10 hero assets. Product, In-Store Lemonade Stand/Lemonade, Consumers
Where: IG Stories + In-Feed Posts
When: 8.2 or 8.3

Additional Considerations

Stills

8 stills beauty shots, 8 stills event coverage
1080x1440 for in-feed carousel
9:16 for stories

Video (Internal ONLY)

1 recap edit - 30 seconds
16:9 Aspect Ratio - no social cuts needed this is for internal recap only.

Music

This is internal only so we can pick anything and not license.

Posting Flow

Will depend on coverage availability and timelines of media channels from our comms team, we’ll follow up once we have more information, but Nike team will own connecting the dots here once we have final assets.

Section 04

Selfie / Portrait of Karina

2-4QTY: 2-4 Selects

Inspired by paparazzi photos and selfie images that feel candid and authentic. Fashion focused capturing all hoodie graphics organically.

FRONT: Mirror Selfie Taken From Karina’s POV
BACK: Paparazzi Style @ Airport
HOOD UP: Sleeping on plane
SLEEVE: Side views in transit

Reference · direction only

Section 05

Lemonade Stand Beauty Shots

4QTY: 4 Selects

Clean beauty shots that include details of Swoosh lemon case. Natural lighting with hard shadows and saturated colors in the composition.

Hero shot of lemonade stand
Milk crates with emphasis on piercings
Nike swoosh made of limes
Umbrella branding

Reference · direction only

Section 06

Hoodie Product Shots

4-6QTY: 4-6 Selects

Organic styling inspired by streetwear/ fashion clothing photography. Folded and hung on found street objects. Capture close-ups of graphic details of hood, sleeves, front & back. Room to play with flash and motion blur when necessary.

Hero on umbrella
Hero on milk crates
Hero on floor
Hero on sidewalk
Hero on city element
Hero On-Body (if possible)

Reference · direction only

Section 07

Lemonade Product Shots

2-4QTY: 2-4 Selects

Inspired by contemporary food and beverage photography. Natural & organic styling using on-camera flash to create hard shadows. Point & shoot style with rich colors and a slight grit/noise. Dynamic portrait(s) using wide/fisheye if possible.

Lemonade bottle on lemons
lemonade bottle on stand
lemonade bottle in hand

Reference · direction only

Section 08

Consumers / Crowds

4QTY: 4 Selects

Inspired by paparazzi style photography with on-camera flash we aim to capture the energy around the lemonade stand as well as the crowd that builds with anticipation on the street/storefront. Primarily focus on guests and consumers that are hyped to be there with friends and fans alike.