DICK'S Sporting Goods /
Want It? DICK'S Got It.

In early 2026, we collaborated with the DICK'S Sporting Goods in-house creative team on their brand campaign, Want It? DICK'S Got It.

The client came to the table with the core ideas and story direction for the campaign. Our role was to translate that vision into a production-ready visual language. While the final deliverables were planned as live-action, the team wanted to validate the creative direction through AI-generated animatics before committing to a full shoot.

These were not moodboards. They were fully developed AI animatics with shot composition, camera language, movement, transitions, and editorial rhythm. This process allowed the team to align stakeholders quickly, reduce production risk and cost, and accelerate decision-making.

As Co-Creative Director, I led the shot design, camera direction, editorial pacing, and AI visual production across the project. We delivered four completed animatics in seven days. The piece featured here is the client-selected final, combining two stories centered on a Nike Soccer Cleat and an FP Movement Rugby Set.

The core challenge was translating DICK'S vision of Elevated Realism, where documentary authenticity meets cinematic quality, through AI without losing the real, unforced human moments that define the brand.

AI wasn't used to replace production. It was used to make better creative decisions possible. The camera language, editorial rhythm, transitions, color, and visual style our team developed informed the final live-action campaign ↗ and helped establish its visual language.

7 days. 4 deliverables. Client-approved.