nike AIR MAX PULSE
WHAT WE DID
Nike came to us with a clear goal: spotlight the Air Max Pulse, not for its tech specs or comfort (though it has both), but for its style—and how that style flexes city by city.
Style isn’t one-size-fits-all. So we hit the road, launching a multi-city visual tour that captured how people from different places put their own stamp on the same shoe. From Dallas to Toronto, each location became a lens on how culture and community shape personal style.
Creative Concepting
Photo & Video Production
Organic Social &
Integrated MediaApp Threads & Emails
OOH (Digital and Wheatpastings)
CREATIVE CONCEPTING
We brought six cities to life—Dallas, Atlanta, the Bay Area, Toronto, New York, and Los Angeles—each one captured with that “if you know, you know” energy. Think LA’s pastel low-rise architecture, NY’s unmistakable brownstones, or Atlanta’s bold textures. Nothing cliché, everything intentional.
Instead of dictating the look, we handed the mic to the local talent. We asked them what trends define their city, then let them lead the styling.
The result? A campaign that felt true to each place and resonated everywhere.
“New York is definitely where you go to push boundaries and test out what you like and what you don't like without people judging you.”
— Joel Rodriguez, Influencer
“Toronto’s shaped my style in so many ways. The east side is so different from the west side, and being able to mash those influences together has refined my style into what it is today.”
— Danny Simpson, Creative Director
“Streetwear is how Oakland really dresses in general. So dressing like this– it’s been something that's so easy for me because I grew up with it and it's so natural.”
— Ashley Mehta, Singer
“The swagger that Atlanta brought to fashion was that people looked at us as being unafraid to be ourselves. The city breeds a level of confidence within you.”
— Teferi Taylor, Content Creator & Photographer
“Streetwear is how Oakland really dresses in general. So dressing like this– it’s been something that's so easy for me because I grew up with it and it's so natural.”
— Ashley Mehta, Singer
“The beauty of LA is that nobody really cares. You can enter a high-end place in sneakers and you fit in. You don't have to really impress anybody other than yourself.”
— Cristal Daniela, Artist
PHOTO & VIDEO PRODUCTION
We wanted the visuals to feel like a day out with friends—cinematic, a little raw, totally real. To get there, we leaned into a lo-fi-meets-hi-fi production style. Think: early-2000s digital cameras paired with crisp modern handhelds. Elevated UGC with a twist.
Our mixed-media approach layered gritty point-and-shoot stills with high-res motion, playing with texture, blur, and light to create something that felt lived-in but intentional. It wasn’t about perfection—it was about capturing energy in the moment.
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 built a content toolkit designed to move across platforms and feel native to social. That meant a dynamic mix: city b-roll, BTS moments, POV angles, slow motion, product close-ups, and talent-driven clips that brought real movement and personality to the forefront.
On Instagram, we leaned into the photodump format—carousel-style posts inspired by how Gen-Z actually shares. Using youth vernacular as a creative lens, each post felt like a visual diary, telling the story of a city and the people shaping its style.
APP THREADS & emails
In Nike’s owned channels—like the app and email—we tapped into the voices of our talent to bring the story home. Through quotes, city-specific style cues, and product-forward narratives, we showed how the Air Max Pulse helps them stay tapped in—wherever they are.
The tone was personal, the visuals were bold, and every touchpoint drove to conversion—pushing audiences from inspiration to purchase in just a few clicks.
We took the campaign to the streets with bold, high-traffic placements in New York and Los Angeles. The billboards featured a fast-cut mix of local footage, layered stills, and kinetic MAXXED OUT + Pulse animations—all designed to grab attention on the move. We also had wheatpastings in each key city.
OOH
Each digital execution cycled through the city name across three screens, anchoring the work in place and reinforcing the local energy that defined the campaign.
