Concept & Insight - school creative project
Fictional project created as part of my Art Direction studies
This project explores the creation of a collaboration between Hasbro (Monopoly) and Nike centered around the iconic figure of LeBron James.
The goal was to design a collector’s product capable of bridging multiple worlds: the nostalgia and strategy of the board game, the competitive energy of basketball, and the premium aesthetic of Nike limited editions.
I developed the consumer insight, the brand promise, the target audience, and the creative identity of the product. The concept is based on a simple truth: owning an object can be a way to feel closer to one’s idols, to celebrate their achievements, and to preserve a fragment of their story.
The result highlights:
A game board specifically designed for the world of LeBron James, incorporating his symbols and signature colors.
A premium approach, designed like a collector's item.
An artistic direction focused on exclusivity, heritage and prestige.
This fictional collaboration questions how brands create emotional value, and how design, culture, sport and play can come together to generate desirable objects that carry history and emotion.
