Nike Golf struggled to tell an authentic golf story within the category. The brand was releasing some of its best products yet, and needed a campaign that felt real and authentic to the research, development and craftsmanship that went into the creation of their products. The creative focused around their research and development facility in Fort Worth called The Oven, and the rough-around-the-edges yet highly technical space.
The book was created to showcase all of the elements of the campaign—each being numbered. Like the campaign, it was designed to resemble the industrial and utilitarian nature of the research and development facility that inspired the work. It included all of the TV, print, digital and social assets that were generated for the campaign story.