An illustrated genealogy of Nike Air Max, from designer Tinker Hatfield’s discovery of visible air to Air Reinvented, a collection of four classic styles revamped with Nike’s latest material innovations. Focusing on the Air Reinvented series, we sought to reveal the design catalyst and wider cultural significance of each shoe as a vehicle for showcasing the evolution of Air Max more broadly. An animated history of the Air Max shoe resulted, culminating with the reveal of the 2013 Air Max.
The illustrated assets created for the Air Reinvented physical campaign appeared globally at both boutique and mass market Nike locations, select out of home and industrial executions and a handful of print opportunities. In order to dimensionalize the story online, the artwork was rebuilt into to a viral animation, which earned widespread praise on style platforms around the web. Additionally, the animations were cut down into a series of online banner ads that were displayed on both endemic and mass media.
Date: 2012 Client: Nike Role: Director & Creative Director Agency: Doubleday & Cartwright