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'.
MY RESPONSIBILITIES
Digital Design
TOOLS USED
Figma, Adobe Photoshop, Adobe Premier Pro, Keynote
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.
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