Venturing into Unexplored Territory - Nike x Undercover Moc Flow by Actual Objects
Fashion is continuing to tap into the gorpcore scene to invigorate their releases, and for the most recent addition to the ongoing Nike and Undercover partnership the two powerhouses of fashion utilize the essence of exploration and breathe extraterrestrial life into the latest Moc Flow.
By partnering up with experimental digital creative entity Actual Objects the Moc’s step foot on otherworldly territory, equipping hikers to tackle treacherous lands in this digital campaign.
We see a group of explorers traverse monumental landscapes: an apex of a mountain, decaying fields, vast valleys, and craters into the untold. Colours are muted and ashy but with a note of energy that creates parallels of both warm and cold. We see the group equipped with oversized backpacks and ropes to assist them in their expedition, all the while donning the Moc Flow SP's, with some even attached to the backs of the group for further details.
The campaign is a melting pot of both real-life inspirations and digital experimentation. It is unclear exactly how the process has been executed, but we can speculate that the power of AI has once again been flaunted to evolve the campaign and allow it to prosper, having it sit at the crossroads of reality and fantasy.
In their own words, ‘Actual Objects is a creative studio that specializes in the creative misuse of technology’ – this synopsis perfectly aligns with the campaigns creative, harnessing a profound knowledge of technology to create something that resides in existence. This innovation resonates with the values of both Nike and Undercover down to a T.
Although people are quick to poke fun at the campaign, stating how any real alpinist wouldn’t dare to walk these lands in these shoes, the metamorphosis from traditional content usually seen from fashion releases here creates a certain ambiance around the shoe that we can’t help but love. With the concept humming of the immersive world of Death Stranding, this is an incredible collision of reality, imagination, and otherworldly inspiration.
