3D / 2D / Motion
A speculative multi sensory campaign and design system celebrating Nike’s iconic heritage for Air Max Day.
Air Max Day is one of the most culturally significant moments in sneaker culture, defined by decades of distinct Nike heritage and cutting edge visual storytelling. The challenge was to create a self-initiated, high energy promo video that felt entirely authentic to Nike's established brand DNA. I set out to execute a speculative piece that would resonate with the core community, balancing premium 3D design with raw, kinetic energy.
I directed and produced a spec commercial from the ground up, establishing a design system tailored specifically vertical environment of an Instagram Reel. I curated a strict technical framework, including a three tone colour palette and an aggressive typographic system blending heritage sans-serifs with expressive italics. Using this system, I developed a storyboard that seamlessly unified high fidelity 3D shoe and packaging models, kinetic typography, and tightly synchronised audio design.
The project served as a powerful showcase of creative autonomy, demonstrating an ability to concept, direct, and execute complex pieces across multiple design disciplines. The Reel successfully cut through a crowded cultural celebration to achieve exceptional organic reach, capturing over 15.5k views and driving high engagement within the design community. Most notably, the authenticity validated the project's strategic intent, drawing direct praise and highly positive reactions from design professionals within Nike itself.
Other Projects
