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.
Role: Director, Creative Director & Lead Animator
Agency: Doubleday & Cartwright