James Harden Vol 9 Global Adidas Shoe Campaign
Comprehensive Visual and Creative Execution by Nik Johnson
Project Overview
The James Harden Vol 9 campaign was developed to introduce the next evolution of the franchise through a cohesive blend of product photography, motion, and technical storytelling. Led by Creative Director Allen Xie, the goal was to present the shoe’s performance innovation while creating a scalable visual system for global marketing teams.
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My role expanded significantly on this campaign.
On set, I supported lead photographer Kyle Huang in capturing high-quality product imagery across 14 distinct colorways, ensuring consistency in lighting, composition, and visual tone. I then led post-production editing and retouching, refining each image to meet campaign standards and maintain cohesion across markets.
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Beyond still imagery, I created a 2D animated tech film that broke down the sneaker’s key innovations in a clear and visually dynamic way. I also contributed sound design to enhance the storytelling and emphasize performance details.
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Additionally, I collaborated closely with 3D specialist Jimmy Edwards on the Premium 3D Film, helping guide visual direction to ensure alignment with the broader campaign aesthetic. This included shaping lighting decisions, overall tone, and final presentation to integrate seamlessly with the photography and toolkit materials.
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I also designed and developed the Vol 9 Global Marketing Toolkit — a comprehensive 120+ page resource featuring product photography, graphics, and campaign assets. The toolkit served as the foundation for global digital, retail, and print executions, ensuring consistent brand representation across all markets.
Tech Video
A dynamic breakdown of the James Harden Vol 9 shoe, featuring Motion Design by Nik Johnson.
Original sound design, and musical arrangement by Laela Johnson.
Role & Responsibilities
Photography & Production Assistance
Supported lead photographer Kyle Huang during the product shoot, helping execute lighting setups, shot composition, and on-set workflow. Contributed to capturing campaign imagery across 14 distinct colorways, ensuring visual consistency and premium presentation throughout the collection.
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Post-Production Editing
Led final image editing and retouching across all selected product photography. Executed color correction, detail enhancement, and refinement to align with Adidas Basketball’s brand standards while maintaining a cohesive visual system across global deliverables.
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3D Premium Film – Visual Direction & Finishing
Collaborated closely with 3D artist Jimmy Edwards on the Premium 3D Film, helping guide the visual direction to ensure alignment with the campaign’s overall aesthetic. Contributed to lighting decisions, tone, and presentation, and handled final editing and color grading to unify the 3D content with the broader campaign visuals.
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Design System Creation
Developed the Harden Vol 9 Global Marketing Toolkit — a 111 page comprehensive asset system including product photography, graphics, layouts, and marketing materials. The toolkit was distributed across global markets to ensure cohesive implementation across digital, retail, and print channels.
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Tech Video Production:
Designed and animated a 2D technical breakdown film highlighting the sneaker’s innovation and performance features. Crafted the visual pacing and structure to clearly communicate product technology in an engaging, brand-forward way.
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Sound Design & Musical Arrangement:
Executive produced the sound design and original musical arrangement for the Tech Video with Laela Johnson, ensuring the audio elements enhanced the storytelling and dynamic feel of the visual content.
Vol 9 Toolkit
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