The project was to make a lookbook for a product line of a brand. Inspired by sneakerheads around me, I chose Nike men's footwear. The target audience is young professionals, who are typically office workers and try to stay fit. They deal with work-related stress, pressure to be healthy, fit, and young with little free time on their hands.
The concept of urban camouflage spurs from considering the target audience as soldiers. Camouflage is used for helping soldiers to remain unnoticed and eventually win battles. The target audience plan to attack and fight the daily grind. They are soldiers of their own, in an urban setting.
The lookbook is designed to convey that Nike offers various styles in different categories so that they can provide perfect shoes for any activities. It is laid out taking into account the activities and product the target audience would be using at specific times of day. The patterns on the shoes blend in with the places where activities would happen, just like camouflage.