A worldwide celebration of the iconic Air Max.
We worked closely with Nike Sportswear to create the campaign for Nike Air Max Day 2016, an annual international event that celebrates the Air Max trainer. This years concept was to reveal the inspiration, design, testing and manufacturing process from idea to shop floor of each of the three most influential Nike designers: Hiroshi Furjiwara, Tinker Hatfield and Mark Parker, collectively known as HTM.
We see the unique mechanics of each Nike designer’s mind through a series of kinetic sculptures of movement and energy as their vision is brought to reality.
Hiroshi: The Editor of Air. Tinker: The Architect of Air. Mark: The Visionary of Air.
The kinetic sculptures defy the rules of physics, gravity and force, often breaking them. We see a whimsical side to the manufacturing process, set within simple and elegant art directed spaces inspired by the real world.
The Air Max Day 2016 campaign had a global outreach; it was featured in stores all over the world, online and across many social media platforms including Twitter, Facebook and Instagram. We’ve been lucky to work on numerous projects for Nike over the years but this one is by far the largest in scale yet. A total of 8 motion deliverables and a huge number of digital and retail print deliverables.