NIKE AIR MAX
GENERATION AIR
For the launch of the Air Max Pulse, I concepted and art directed a faux documentary set in the year 2053, looking back on the cultural impact of the shoe in 2023, before it had even happened. The idea was to mythologize the present, framing the Air Max Pulse as a pivotal moment in creative history. We told that story through the voices of artists like Jean Dawson, Junglepussy, CLIP, Echo Seireeni, and Doe Dusty, representing the wide range of creatives who have adopted Air Max and woven it into their own cultures. The film blended SFX-aged interviews, elevated present-day visuals, and personal archival footage, creating a layered, textured narrative that felt both futuristic and grounded. Launched in partnership with Dazed, the project celebrated not just a shoe, but the creative class driving culture forward.
Dazed article linked here.
