nike AIR MAX PULSE

WHAT WE DID

Nike wanted to focus on the Air Max Pulse, but through the lens of style, rather than qualities like performance or comfort (though it delivers on those too).

Similar to the Air Force 1’s 40th anniversary JOIN FORCES campaign, we went on another multiple-city tour, highlighting how people from different places make the same shoe their own.

Creative Concepting
Photo & Video Production
Organic Social &
Integrated Media
App Threads & Emails
OOH

CREATIVE CONCEPTING

We brought the local flavor of Dallas, Atlanta, Bay Area, Toronto, New York, and Los Angeles to the world. The vibe was “IYKYK.” The visuals read city-specific in an instant, but not touristy. You knew you were in New York by the brownstones, or in LA by the architecture of South LA. We asked all of the talent about trends and styles that were indicative of their hometowns and let them lead the styling.

PHOTO & VIDEO PRODUCTION

The photos and videos felt cinematic and raw, like the photographer was hanging out with their friends. In order to achieve this, we shot some content with lo-fi digital cameras from the ‘00s and ‘10s to create elevated UGC.

For an overall mixed media approach, we combined this lo-fi point-and-shoot digital camera imagery with more modern, high-res handheld cameras, bringing together old and new with high vibrancy and occasionally blurred focus.

Since this shoot was less about perfect composition and lighting and more about capturing the memory in front of you as it happens, we encouraged protagonists to capture one another on set with assigned digicams. We used unstabilized footage, jumpy zooms and a candid style to bring footage together cohesively. This trending style of video illustrates an authentic and nostalgic aesthetic.

ORGANIC SOCIAL & INTEGRATED MEDIA

We captured a mix of city b-roll, bts, pov, slow mo, product details, protagonist personality and movement to mix and share across social channels. The primary content was posted on Instagram in the form of photodumps, using youth vernacular as inspiration. These were carousels of imagery that told the stories of our protagonists and their respective cities.

APP THREADS & emails

For app and email, we used protagonist stories, quotes, and the product narrative to illustrate how the Air Max Pulse helps them keep their finger on the pulse of style, no matter where they live. These emails also drove traffic to the site to buy.

For out of home, we had billboards in high traffic areas of each key city. They included city footage, mixed media stills, MAXXED OUT and Pulse animations and the city name cycling through across the 3 screens.