Creating Nike newness.
Women's Fall Preview
The result was a content studio made of a series of installations that invited editors to playfully learn about key products and create their own Instagram gold.
Walking on Air
We put Nike’s celebrated VaporMax series in the spotlight with an installation featuring nine real-life models. The surrealist display of feet floating above the floor helped tell the VaporMax story that wearing the shoe is like walking on air. The installation became the indisputable centerpiece of the experience and a must-share moment for editors.
To unveil Nike’s latest product made of their signature flyknit fabric, an installation led editors through a maze-like field made from the groundbreaking material. Guests walked through the installation to find themselves at a clearing where the flyknit bras were unveiled in a stunning display.
Stop, Drop & Pose
To highlight Nike’s three newest color collections – Chrome Blush, Indigo & Remix – an elaborate stop-motion studio was created. Editors dressed up in the collection and struck a pose in front of the color correlating vignette. Each vignette had its own camera and unique light set up. A total of 20 images were taken and then stitched together to create the custom final stop-motion GIFs.
Tribute to an Icon
To showcase the newest edition of Nike’s iconic Air Max 97 shoe, we created a set that split time and space. One side of the installation gave a visual nod to the late ‘90s rave scene as recognition of the impact the shoe had within the culture. The other side featured a near-future metropolis vibe that spoke to the design of the new release.
As an additional touch, the split room featured MiniDiscs playing ‘90s rave and futuristic cordless headphones playing the next new wave of female artists to highlight the juxtaposition of time and space.