To promote its new Air Max 2017, Nike and the design studio Man vs Machine have imagined an impressive animation. The 30-second film is described as a “metaphorical exploration of air”, using pink and blue shades, playing with negative space reminding us of the shape of an Air Max shoe.
The two partners came up with a very dynamique and high quality ad, allowing us to discover the new sneakers. The sound, designed by Zelig Sound, is inspired by the noises that we can experience during a run: footsteps, traffic noises, the runner’s breath…
The video takes us to a colorful universe filled with emptiness and substance at the same time.
Well done, Nike!