Nike × Esra Gülmen
— Hope.
A Nike collaboration with artist Esra Gülmen on the Hope project — still-life and editorial photography crossing sport and contemporary art.
- Client
- Nike Turkey
- Category
- Capsule Collection / Still Life
- Photographer
- Berkant Demirbek
Nike × Esra Gülmen Hope
A photography production for Nike's Hope project in collaboration with Turkish artist Esra Gülmen — still-life and editorial frames.
Our crew handled art direction support, set design, lighting and post — translating the artist's visual language into campaign-grade imagery.
Final output crossed sport and contemporary art aesthetics, delivered for digital, retail and editorial placement.
Frequently Asked Questions
How did PAM Istanbul approach the Nike Turkey production?
PAM Istanbul managed the Nike Turkey project end-to-end using its fashion photography expertise. The Nike Turkey campaign was planned from brief analysis through set build and post-production, ensuring every piece of the collection was presented with the right light, backdrop and composition.
What technical priorities shaped the Nike Turkey fashion shoot?
For Nike Turkey we tested multiple lighting setups to best convey the fabric texture and silhouette of each piece. Backdrop colour was selected to complement the collection palette, and model direction was closely aligned with the brand moodboard. Photography by Berkant Demirbek.
How does PAM Istanbul manage styling and model coordination for fashion projects?
Our in-house art director and styling team coordinate every visual detail against the brand brief — from model casting to accessory selection — ensuring on-screen consistency across the full shoot day.
What is PAM Istanbul's track record in fashion photography?
Since 2017, PAM Istanbul has delivered fashion photography projects for hundreds of local and international brands from its Istanbul base. The studio, led by Sefa Yamak, works on direct brand partnerships and through creative agency collaborations. The project was completed in 2024.
How is the budget and pricing structure handled for a project like Nike Turkey?
As with every PAM Istanbul project, Nike Turkey began with a detailed brief that informed a transparent, itemised proposal covering crew, equipment, location and post-production costs. Budget tracking and reporting continue throughout the project.
