In the run up to Air Max Day 2017, London On Air, Nike briefed us to generate hype across their digital channels. With various personalities and talent already locked in, the challenge lay in finding a way to tie the individual stories together as a cohesive campaign, yet to keep each standalone and disruptive.
In our approach, we hijacked the Nike London channel, transforming it into a broadcast of all things Air. The concept bore a story-telling framework, informing the treatment applied to all pieces - lo-fi camcorder footage and broadcast blackout ‘glicthes’, intercut with premium footage.
Having been briefed to create 7 films in 2 weeks, on a 5k production budget - 3 of us formed a crack concept - production team that delivered everything from concept and art direction, through to production of all pieces.
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