nike AIR MAX 1
As an insight for this campaign, Nike’s tension point was that youth and Air Max were stuck in the “nostalgia trap.” With an uncertain future ahead, youth were scared and seeking solid ground. They were turning to nostalgia to invoke feelings of safety and simpler times. Therefore, youth’s nostalgia for Air Max was constructed, not experienced.
The big opportunity here was to ignite a new era, reconnecting Air Max with its spirit of innovation and irreverence and lead youth into the future.
WHAT WE DID
Creative Concepting
Photo & Video Production
Organic Social & Paid Media
App Thread & Email
Creative concepting
To make Air Max relevant in youth culture, we set out to connect with them through the original attitude, energy, and emotion of Air Max, leaving a cultural reference point in the memories of Gen Zalpha, identified by the brand as maximalists.
Music is the air to Air Max culture. From Europe’s grime and garage scenes to the likes of Redman and Gucci Mane, this sneaker icon inspires lyrical icons. Because of this, we wanted to hand the mic to the emerging musicians and stylists of today, empowering them to shape the forthcoming chapter of Air Max's influence in music and fashion through a concept called “Sound Check.”
From fit checks to mic checks, these artists have a style and sound all their own. In a series of photos and videos we explored the intersection of expression between music and personal style by having our artists describe how their favorite genres influence their style, and detail how they push past their limits and challenge themselves to think outside the box both musically and visually.
Rapper/Recording Artist from West Philly
R&B/Pop Artist & Model from the Bay Area
ARMANI
Photo & Video Production
Fresh face, old soul, signature style— the vibe of this shoot captured the multifaceted maximalists in a way that combines the rebellion of youth with the class of those far beyond their years. It’s irreverent, exploratory, and undeniably cool.
Photography was set against a plain backdrop brightly colored with gels, using microphones, speakers, and amps positioned around the protagonists for props and seating.
ASHLEY
Fast-paced cuts, dynamic lighting choices, and visual distortion gave motion assets more of a grungy, rebellious feel, along with bold movements and posing. We leaned into TikTok-inspired editing, utilizing fast, dynamic camera movements and quick cuts to show product and outfit details. In addition to capturing some interview clips, we encouraged our talent to self-capture BTS on iPhone.
Assets were used across Instagram, TikTok, YouTube, SnapChat, X (formerly Twitter), and web.
organic & paid social
Social posts were composed of product-focused and talent-focused content, woven together by Nike’s overarching MAXXED OUT narrative. First we focused on product using quick and exciting cuts of the maximalists to instill curiosity and anticipation for the launch. Then we showcased the maximalist’s inspiring background through storytelling around their personal connection to the product.
app thread & email
Storytelling extended to the Nike app and emails lists with content that shared interview tidbits from the artists, details about their sound and style, fun facts from their lives, and product info that would inspire readers to “test the limits of fashion and produce hits of their own.”
