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Group745
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Shelflife - Nike x Stussy
11/08/2020
Production Company
Johannesburg, South Africa
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​If Massif’s Marc Sidelsky’s latest spot is anything to go by then words such as ‘unprecedented’, ‘new normal’ and ‘pandemic’ will be joined by another that we’ve been hearing a lot over the past few months: weird. The latest Nike x Stüssy collaboration spot for Shelflife sneakers centres around the word while showing off a new style of fashion film that is as understated as it is charming.

The clip is a conversation between friends about a weird dream one had but is beautifully written with the products so subtly showcased throughout each scene that it’s easy to forget you’re witnessing a brand campaign. Of course filming this during lockdown in South Africa presented its challenges but the end result is an engaging spot toying with what it is to be ‘weird’. 

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