Nike Air has always been more than a shoe; it's a state of mind, it's the crazy dream, it's the wild idea—we took that to heart when bringing the Air Max Day 2022 lineup of silhouettes to life across digital and social. By dropping the gravity down to 0, we turned the vibe up to 100; creating a zero-g ad experience that drove conversion +60% and clickthrough +35% against competitor units.
Executive Creative Director: Frank Dattalo — Creative Director: Kyle Stewart, Joel Harding — Art Direction: Aaron Villeneuve, Tyler Wong, Alice Wang — Design Director: Karina Gill — Associate Design Director: Cambie Sidhu — Design Supervisor: Ella Williams — Production Design: Michael San Jose, Joanne Papasin, Monika Souryaphanh, Vivian Leung — Program Director: Audrie Sham — Project Coordinator: Kelly McLarty — Strategy: Shawn Thompson, Kat Swiston — Marketing Science: Gianfranc Ciarmela, Lainey Luo, Anagh Katyayan — Account: Heather Livengood, Amy Dyson — Critical Mass, 2022
The team had some fun exploring z-space and parallax moves
Tom had some fun with photogrammetry tests
We all had some fun noodling on AR/ VR/ Lens extensions