FREE    PRACTICE

For the launch of a new concept space based around coffee, bakery and community, the hospitality group García+Cia approached us to develop their brand strategy and creative direction.

The Nike Well Collective is a euphoric holistic fitness experience that is inclusive, accessible and aspirational. In the spring of 2023, Nike asked us to help them introduce the Nike Well Collective to their Dubai audience with a Nike Well Festival. We created an experience in the Dubai Desert that gave the community the opportunity to participate in the future of movement, mindfulness, nutrition, rest and connection with NWC experts, trainers, instructors, and coaches — all in one epic setting.

Photography / Oculis Project
Event production / Memories Event Management

Nike asked us to conceptualise and produce a series of 20s short, surreal AVs that highlight the 'Feel the Unreal' emotional benefit of Nike Dn Air and show the world what Dubai-led protagonists are capable of in their own exaggerated realities.

Director / Max Siedentopf

Ray-Ban is on a journey to help create a more sustainable future. They are evolving their footprint, developing more sustainable product, packaging and operations as they continue to push the boundaries within the eyewear industry. In 2024, Ray-Ban approached Free Practice to help them create a creative strategy, name, messaging and visual identity for their sustainability platform.

Logotypes / Kia Tasbihgou, Sam Leung, Mohammed Samad

Nike asked us to help develop a creative experience strategy for a two day Nike Invincible Product Summit at Nike EHQ that could also be scalable to its territories. They wanted to welcome a range of partner retailers and athletes, with the goal of getting them to fall in love with the Nike Invincible 3 and allowing them to create content for their own channels.

Marcus Rashford Collection package design for a friends and family seeding kit that got sent out for the launch of the collection.

Photography / Alex Cruces
Packaging production / Marmot Packaging

Being both the Arsenal FC front-of-kit sponsor and owning the Arsenal FC home Emirates Stadium since 2006, Emirates are, quite literally, woven into the fabric of the Arsenal Football Club and the Gooner community. To celebrate and announce the latest partnership extension between Arsenal FC and Emirates, we developed the creative narrative – Woven Together. Through an archival AV piece, we told the Woven Together story of the longest running partnership in the Premier League and one of the longest relationships in sports sponsorships ever.

Edit / Matt Kitchin
3D / Sacha Deweerdt
Music / Flavio Rodriguez
Script / Lee Hempstock
VO / Dan Scott-Croxford

For the 2023 football awards season, Nike asked us to create visual and narrative explorations to celebrate potential Ballon d'Or and Golden Boy / Golden Girl awards.

We created the Nike Tech Clubhouse experience in Belgrade for Sneakerville 2023. The Clubhouse featured a Nike Tech customization embroidery experience, fitting + styling service, Nike Tech product showcase and gaming lounge.

Type / Colin Doerffler
3D AV production / Misato Kindness
Event production / Scholz & Friends
Photography / Milos Martinovic
3D model / Fran Tore

Based on the Ray-Ban Forward presentation and communication strategy and design, we refreshed the internal brand identity presentation and documentation templates for Ray-Ban.

Layout / bRIDA®

During the 2023 French Open at Roland Garros, Nike and Tennis Point needed a strategic creative concept to drive brand awareness and promote Nike Slam Collection training product with Lorenzo Musetti and Brenda & Linda Fruhvirtova. "Prepare to be Everywhere" is the creative reaction to the product design, that is allowing you to get from the net to the backcourt on a clay surface in a training setting. The campaign was created and produced by the Tennis Point team, but here we show a few WIP creative explorations that helped inform the final campaign creative direction.

Photography / Samuel Nogues, letriplesept

For the launch of the Nike Air Zoom Mercurial, where Zoom Air is brought into a football boot for the first time, we developed the “Fast is in the Air” strategic creative persona and the end-to-end global creative campaign that featured Cristiano Ronaldo, Kylian Mbappé, Ada Hegerberg and Sam Kerr across a wide variety of content and assets.

Photography / Thibaut Grevet
AV director / Thibaut Grevet
Styling / Georgia Pendlebury
Type / Marc Armand
3D / Builders Club

Born and raised in Málaga, Spain, Adrián has a background in graphic design, art direction, fashion and design culture. Before Free Practice, he spent 5 years working for Nike EMEA Brand Creative as an Art Director. Prior to Nike, Adrián worked in London for 8 years with a range of different agencies and project types, including boutique design studios such as Browns and dn&co – focusing on brand identity, art books and pure graphic design craft and larger international agencies such as Pentagram and Wolff Olins – working on strategic, brand-defining projects.

From Oklahoma, USA, Daniel has an inter–disciplinary creative background in architecture / experience design, creative strategy, art direction, fine art and music. Prior to Free Practice, Daniel spent 11 years working for Nike across various Global, North America and EMEA roles, providing creative direction and leadership for projects that include full-scale architectural brand experience, end-to-end marketing campaigns, strategic brand-defining narratives and physical / digital brand experience projects.

From Málaga, Spain, Mariana studied law and has a background in fashion, business operations and project management. She developed her career in London and Amsterdam at Chanel and Dior. Previous to Free Practice, Mariana held the position of Administrative Officer and Operations Manager at Dior for the Netherlands for 5 years.

Sophia has extensive experience at managing campaigns, brand experience activations and creative digital projects within agency and in-house creative and brand teams in Sydney and Amsterdam.

Londoner born and raised, Mayyanna has been producing global and geo-level briefs for the last 10+ years within fashion and sportswear. With a robust background in digital marketing and proven production / project management capabilities working with brands across Global, North America and EMEA offices.

From Jaén, Spain, Guille brings a graphic and motion design practice that focuses on exploring the possibilities of communication in an honest, functional and creative way. He’s been specializing in typography and lettering design, working in various fields all of them related to graphic creation and experimentation.

Natalia’s work delves into the integration of emerging technologies, AI, and animation into architectural design. She is a graduate of The Bartlett School of Architecture and has previously worked at OMA, FIELD.IO, Zacheta National Gallery and CAKE Architecture.

Hailing from the scenic landscapes of Scotland, Jamie works as a Senior Art Director. Over the last 13 years Jamie has led numerous campaigns for the likes of Nike, Converse, Wieden+Kennedy, RGA, Vanmoof and It's Nice That, to name a few. With a background in sport, fashion, lifestyle and technology, Jamie specialises in designing new worlds for brands that enable them to see the world differently.