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 with creative automation (Celtra exclusively). 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 BAU. Selects below.
ECD: Frank Dattalo — CD: Kyle Stewart, Joel Harding — AD: Aaron Villeneuve, Tyler Wong, Alice Wang — Director of Content: Tom Kucy — Artbot: Karina Gill, Cambie Sidhu, Michael San Jose, Joanne Papasin, Monika Souryaphanh, Vivian Leung — Production Supervisor: Ella Williams — 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
Aaron, Tyler, and Alice had some fun exploring z-space and parallax moves
Tom Kucy had some fun with photogrammetry tests
We all had some fun noodling on AR/ VR/ Lens extensions
