Deconstruction of Nike's Advertising and Reconstruction in the Context of Water Polo

There were two goals for my project. The first was to analyze Nike's use of image and celebrity in order to better understand how Nike has been able to retain its brand value and brand identity as the foremost icon of inspiration and hard work. The second was to see if I could take what I learned from deconstructing Nike's advertising and reconstruct it in the context of the much more niche sport of water polo through the creation two advertisements for a fictional professional water polo league. Through my deconstruction, I was able to find the fascinating subtleties that have helped Nike retain its position at the top. With my reconstruction, I discovered the obstacles of recreating Nike's work through the lacking of celebrity, as well as the obstacle of filming in the middle of a global pandemic. However, with both aspects of this project I found an opportunity to explore use of image in sport and marketing of sport that was fascinating and had the opportunity to work on a production that I felt attached to as a water polo player myself.