Nike
Air Max Day
Campaign 1
Creative Direction for Nike’s second Air Max Day celebration. The campaign revolved around educating a younger generation of sneakerheads uninformed as to HTM and their stories giving each key designer a unique archetype and used this to inform all the creative.
Working closely with Nike’s internal Sportswear brand design team and brought to life by Man vs. Machine, the global campaign reached millions of sneaker, design and culture lovers around the world.
Each designer had a specific story and visual approach told in stills, video and retail experiences.
## Hiroshi Fujiwara
## “The Editor of Air”
## Tinker Hatfield ## “The Architect of Air”
## Mark Parker
## “The Visionaire of Air”
The extensions of the campaign came to life in incredible retail experiences and social connections.
Renders we made for every designer taking cues from the factory of Air creative. Image below showcases the real execution at Nike Town London.
The second component was NikeID driven, focusing on consumers being able to customize their sneakers based on curated palettes from each designer.
Based on this simple sketch, Man Vs Machine continued their magic and developed the content to show the various unique options available from each HTM palette at Nike ID online and pinnacle stores.
Air Max Day was came to life at key events around the globe where the infamous “Air” was celebrated by all at Air Max Con events.
credits
Nike
