Global – For the fourth consecutive year, Nike collaborated with ManvsMachine to celebrate its annual Air Max Day. The global campaign combines past and present identities of Nike Air to reflect the collection’s continual reinvention.
The 2018 film, which features nine new sneaker designs for the Nike Air collection, embraces an anti-design approach, taking inspiration from early generation internet web browsers. The visual direction takes its cues from modern editorial design and combines an extensive number of assets, from live action and 3D typographical design to film animation.
‘It still needed to retain the haphazard nature of the layouts but through multiple rounds of refinement we looked to land on a crafted version of this on-trend design style,’ ManvsMachine said in a statement. ‘One of the biggest factors was establishing an interaction between the different elements and windows, finding ways to have a piece of 3D design move in a way that triggered a movement in a live action element.’
The film explores a wider aesthetic trend where brands are experimenting with ways to make abstract digital environments more tactile.