Mike is a character who believes he exists within the boundaries of an advert, more specifically a sports advert. Everything he does must be advert quality, brands must look great, and he must be the sporty star of the show. However the world around him is not advert ready, it’s just normal reality.

The purpose of Mike was to reveal the unattainable hyper-reality of advert fantasies and see how they merge with boundaries of reality. Unattainable fantasies created by adverts is a theme I followed throughout the project.

Below is a final film my project generated, called Mike.


A Day In The Life Of Nike Man.


Above is a video of a 'mockumentary' I made of Nike Man, a man who is completely defined by the manifesto Nike projects from its advertisements. This was an early but very important conceptualisation of Mike as a character.