BACKSTAGE: CEFT AND COMPANY FOR NIKE “BE FREE” BEHIND THE SCENES WITH PHOTOGRAPHER DENIS DARZACQ
for their “be free” campaign, nike engaged ceft and company and veteran french art photographer denis darzacq to create a series of magical and enigmatic images. the idea for the concept sparked from the apparel and the amazing technologies incorporated in the designs. the idea behind the lightweight, breathable and versatile clothes was the importance of individuality, or being “free” when wearing them; an absence of restriction. according to creative director ucef hanjani,”what fascinated us about denis darzacq’s work was the undeniable calm-confidence in the expressions of his subjects. those who performed seemingly unbelievable physical tasks, while maintaining an otherworldly calm expression on their faces”.