Print / 3D / AR
An interactive experiential campaign selected by Nike and Offspring for exhibition at Nike London HQ.
To celebrate the rich heritage of the Air Max silhouette, retail giant Offspring partnered with Nike to launch a highly competitive global design brief. The mandate required a completely fresh, culturally relevant, and art led interpretation of the iconic sneaker line. The challenge was to break away from conventional footwear photography and flat illustration, crafting a concept that could stand out in a massively saturated field of global entrants.
I developed a surrealist concept centred around the limited edition Air Max 1 'Lemonade' pack. Playing on a literal interpretation of the collection's namesake, I utilised 3D modelling to submerge the three distinct sneaker colourways inside glasses of lemonade under the headline campaign title. To bridge the gap between static print and immersive digital design, I integrated Augmented Reality into the poster. By embedding a custom QR code, I allowed viewers to instantly trigger a live, high fidelity 3D model of the footwear in their immediate physical space.
The merge of premium 3D art and experiential tech resulted in the campaign being selected as an official winning entry. The final poster was printed and exhibited digitally inside Nike London HQ, one of the most selective and influential corporate spaces in global sneaker and design culture.
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