A Nike initiative, 78 creatives were briefed.
Using sport as inspiration, challenge the function of a pair of Nike shoes.
I received a pair of Air Max 97’s – running shoes. The function of the shoe was challenged twice. Firstly, I deconstructed the shoe and used every element to create a palette of shapes. The shoe became the medium. The subject matter of the execution also challenges the function of the shoe.
I researched runners high, and how runners reach their nirvana, how colours become more intensified, and time can slow down. A short animated film was created, in which I collaborated with The Bait.
Concept, art/creative direction.