Making Air Max relevant in Youth Culture

With the current climate and uncertain future ahead, the youth are scared and seeking solid ground. They are turning to nostalgia to invoke feelings of safety and simpler times. Our goal was to reconnect Air Max with its spirit of 'Innovation & Irreverence' and lead youth into the future. Ignite a new era with 'The Maximalist'.

ROLE

Digital Designer

TOOLS USED

Figma, Adobe Photoshop, Adobe Premier Pro, Keynote


AI Generated Motion

Joining this team mid-campaign, my contributions included the exploration of different graphic lockups, crops, layouts and hi-fidelity mockups. This work can be found digitally on nike.com, Nike App, and on Instagram @nike, @nikesportswear and @nikewomen along with in-person activations around the globe. Motion and 3D visuals were done in collaboration with our agency partner, NEWFORMAT, under the creative direction of Nike's Lifestyle Studio.

Air Max Pulse x Nike Campaign
Air Max Pulse x Nike Campaign
Enhanced Motion
Air Max Pulse x Nike Campaign
Air Max Pulse x Nike Campaign
Enhanced Landing Page
Air Max Pulse Landing Page
Air Max Pulse on Nike App

Credits

AGENCY

Filter Digital

YEAR

2023

CATALYST PARTNERS

Jeshi
Nia Archives

ART DIRECTION

Miles Johnson
Ger Tierney

COPYWRITER

Jordan Aleck
Will Roelke

DESIGN

Gunnar Harrison
Hannah J. Kim
Gabriel Abascal
Reann Nathan

AGENCY PARTNER

NEWFORMAT

PHOTOGRAPHY

Zhong Lin

PRODUCTION

Adam Bordow
Kevin Lennox
Aleah Jordan

DIGITAL PRODUCER

Jeevan Gaberria