The analysis is built upon the definition of identity as the relation each person or thing bears
just to itself making it different from the others.
In the Nike id context, we find ourselves between two strong identities: The one that characterize each individual and the one from the branded object (the Nike footwear in this specific case).
The customization can beseem as the alteration to make it yours, therefore unique and that way an expression of your identity.
The objective then was to filter those elements that characterize an identity in a simple and outspoken way; furthermore an application which ensured an efficient processing and would allow a clear reading.
taking into account that the facial features are those formal traits that on a single glance satisfy uniqueness, meaning that the face is the feature which best distinguishes a person; an that the anatomy of the footwear is unique in itself supplying an identity to the shoe.
Every shoe design is unique in it's appearance, unique in it's plasticity.
We found that the form was the element of unity between these two identities.
The form of the shoe adapts in subtle way to the facial features of the model playing the role of an extension of his identity.
The Art of Body Painting was chosen because of its freshness, and finesse.
This fine technique is the one the justifies perfectly the connection between the two identities and due to its artistic nature permits us to project the form of the footwear to the models face.

Esame IED Milano

A cura di: Giuseppe Rodano, Juan Ricardo Hernández, Silvia Plebani, Francesco Pucci
Bodypainter: Martina Sacchi