Fresh + Creative - Denton-Cardew Design (DC-D)

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Produced by: Dan Hwang
Written by: Paul Kim

Nike.Sneakers.Athletes. Scott Denton-Cardew?

Nike has established itself a long time ago as a powerhouse in our culture speaking to virtually everyone athletes, artists, sneakerheads, etc.  As if staying relevant for over three decades was not hard enough, Nike has been a pioneer for just as long.  In order to continue their success, they need to stay ahead of the game.  One of the most trusted to execute such an extraordinary task is Scott Denton-Cardew.  Basically, he's a sure-thing. Originally from London, now based in LA, Scott has come a long way from his days at the now-defunct seminal music magazine Ray Gun.  Nowadays he provides identities to super-companies such as Nike and Sony. Denton-Cardew has collaborated with Nike's global brand design division since 2004 before starting his own company, D-CD Denton-Cardew Design.  However, his work is not exclusive to Nike.  He has created motion graphics for MTV, TNT, HBO and Toyota, as well as a film for Bombay Sapphire for Heathrow's new Terminal 5.  Today D-CD is a multi-disciplinary design company working with clients from Sony to Converse, to USC and Cole Haan.

Denton-Cardew has created unforgettable retail experiences from several locations in California to New York City to Taipei.  He's had creative control over the image of Nike's collaborations with Apple as well as with Opening Ceremony. From Nike's collaborations with Apple (Nike+) to retailer Opening Ceremony, the latter involved the production of hand screen-printed posters to mark the launch of the 2008 Olympic Games in Beijing, as well as Nike Sportswear.   Denton-Cardew also created the platform for the announcement of the men's USA basketball team to the world that same year in Rockefeller Plaza in New York City. Though majority of the staging were temporary, with some stood for less than 24 hours.   However, Denton-Cardew's approach as if each was a permanent structure made them a lasting visage in the mind of visitors.

Other celebrated projects by Denton-Cardew include the brilliantly unconventional grass basketball court design for the launch of Kobe Bryant's fifth installment of his signature sneaker line. He's also responsible for the vibrant transformation of the very organic Brazil themed Bluhouse on Venice Beach, California.  The pure talent and broad scope of his ability cannot be denied when Cardew's Bluhouse is juxtaposed with his Nike+ work at Niketown in New York.

So, what came first the chicken or the egg?  Obviously, Nike has had a stronghold on the market for a long time now.  At the same time, Cardew's cultural influence is undeniable.  There is no questioning his contribution to Nike's immense success.  His ability to provide the ultimate consumer experience can be easily overshadowed by the overall sum and sheer magnitude of a brand's name and logo.  It is, however, work by someone like Denton-Cardew who furthers the greatness of the brand's image advancing our culture.

Freshnessmag.com is proud to introduce the very first installment of Fresh & Creative featuring Scott Denton-Cardew and Denton-Cardew Design.  Established as an avenue to inform readers about the unseen forces driving culture in the fields of all things art,Fresh & Creativeconstantly challenges readers to question our environment and origins.

Nike x Futura x Lance Armstrong - Paris, France

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Nike x Futura x Lance Armstrong - Paris, France

Nike x Futura x Lance Armstrong - Paris, France

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Nike x Futura x Lance Armstrong - Paris, France

Nike Air Max LeBron VII (7) - Media Summit - Akron, Ohio

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Nike Air Max LeBron VII (7) - Global Media Summit - Akron, Ohio

Nike Air Max LeBron VII (7) - Media Summit - Akron, Ohio

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Nike Air Max LeBron VII (7) - Global Media Summit - Akron, Ohio

Nike Air Max LeBron VII (7) - Media Summit - Akron, Ohio

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Nike Air Max LeBron VII (7) - Global Media Summit - Akron, Ohio

Nike Air Max LeBron VII (7) - Media Summit - Akron, Ohio

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Nike Air Max LeBron VII (7) - Global Media Summit - Akron, Ohio

Nike Air Max LeBron VII (7) - Media Summit - Akron, Ohio

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Nike Air Max LeBron VII (7) - Global Media Summit - Akron, Ohio

Nike+ Apple Global Media Launch - New York City

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Nike+ Apple Global Media Launch - New York City

Nike+ Apple Global Media Launch - New York City

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Nike+ Apple Global Media Launch - New York City

Nike+ Apple Global Media Launch - New York City

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Nike+ Apple Global Media Launch - New York City

Nike+ Apple Global Media Launch - New York City

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Nike+ Apple Global Media Launch - New York City

Nike+ Apple Global Media Launch - New York City

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Nike+ Apple Global Media Launch - New York City

Nike Running - Global Summit

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Nike Running - Global Summit

Nike Running - Global Summit

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Nike Running - Global Summit

Nike Running - Global Summit

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Nike Running - Global Summit

NikeiD Studio - New York City

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NIKEiD Studio - New York City

NikeiD Studio - New York City

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NIKEiD Studio - New York City

NikeiD Studio - New York City

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NIKEiD Studio - New York City

NikeiD Studio - New York City

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NIKEiD Studio - New York City

NikeiD Studio - New York City

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NIKEiD Studio - New York City

NikeiD Studio - New York City

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NIKEiD Studio - New York City

Nike Sportswear - Montalban Theater - Los Angeles

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Nike Sportswear - Montalban Theater - Los Angeles

Nike Sportswear - Montalban Theater - Los Angeles

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Nike Sportswear - Montalban Theater - Los Angeles

Nike Sportswear - Montalban Theater - Los Angeles

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Nike Sportswear - Montalban Theater - Los Angeles

Nike Sportswear - Montalban Theater - Los Angeles

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Nike Sportswear - Montalban Theater - Los Angeles

Nike Sportswear - Montalban Theater - Los Angeles

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Nike Sportswear - Montalban Theater - Los Angeles

Nike TPE6453 - Cortez Exhibition

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Nike TPE 6453 - Taipei, Taiwan

Nike TPE6453 - Cortez Exhibition

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Nike TPE 6453 - Taipei, Taiwan

Nike TPE6453 - Cortez Exhibition

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Nike TPE 6453 - Taipei, Taiwan

Nike TPE6453 - Cortez Exhibition

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Nike TPE 6453 - Taipei, Taiwan

Nike TPE6453 - Cortez Exhibition

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Nike TPE 6453 - Taipei, Taiwan

Nike x Opening Ceremony - Los Angeles & New York City

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Nike x Opening Ceremony - Los Angeles & New York City

Nike x Opening Ceremony - Los Angeles & New York City

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Nike x Opening Ceremony - Los Angeles & New York City

Nike x Opening Ceremony - Los Angeles & New York City

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Nike x Opening Ceremony - Los Angeles & New York City

Nike x Opening Ceremony - Los Angeles & New York City

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Nike x Opening Ceremony - Los Angeles & New York City

Nike x Opening Ceremony - Los Angeles & New York City

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Nike x Opening Ceremony - Los Angeles & New York City

Nike - "Masters of Air" @ Undefeated LA

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Nike - "Masters of Air" @ Undefeated LA

Nike - "Masters of Air" - Temptation of Air Max 180

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Nike - "Masters of Air" - Temptation of Air Max 180

Nike - "Masters of Air" @ Sportie LA

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Nike - "Masters of Air" @ Sportie LA

Nike - "Masters of Air" -  Virtue of Air Max 2003

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Nike - "Masters of Air" - Virtue of Air Max 2003

Nike Ginga Trunk

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Nike Ginga Trunk

Nike Ginga Trunk

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Nike Ginga Trunk

Nike Ginga Trunk

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Nike Ginga Trunk

Nike Ginga Trunk

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Nike Ginga Trunk

Nike Ginga Trunk

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Nike Ginga Trunk

Nike Ginga Trunk

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Nike Ginga Trunk

Sony HDNA Campaign

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Sony HDNA Campaign

Sony HDNA Campaign

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Sony HDNA Campaign

Sony HDNA Campaign

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Sony HDNA Campaign