Nike's Infinite Drift campaign, crafted by Málaga-based studio Free Practice, merges the thrilling world of car drifting with cutting-edge visual artistry. Featuring eight Serbian drift drivers and eight international illustrators, the project transforms cars into dynamic representations of their drivers. Each vehicle showcases unique designs drawn from intimate insights into the drivers' personalities. The film, directed by Henrik Alm, juxtaposes the concepts of beauty and burn, emphasizing the aesthetic allure and raw power of drift racing, resulting in an electrifying visual journey that resonates with the essence of the sport.
The campaign portrays the tension between beauty and burn through moving portraits of drivers and their cars, beautifully captured against a visceral background.
Free Practice’s ‘Infinite Drift’ fuses car culture with art, aligning the performances of Serbian drift drivers with bespoke designs, creating a unique visual narrative.
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