Case Study: Nike Air Vapormax Launch - The History of Air
Creative Direction, Production & Post Production by Studio Private


NIKE EMEA
NIKE AIR VAPORMAX LAUNCH 2017 - 30 YEARS OF NIKE AIR MAX

POMPIDOU CENTRE, PARIS



THE BRIEF



For the launch of the highly anticipated '7 years in the making' Nike Air Vapormax, and in celebration of the 30th anniversary of the Nike Air Max 1, Studio Private were asked to produce a 4 minute motion graphics piece to best show the history and evolution of the Nike Air Max range.

Our final piece would be projected onto the side of the Pompidou Centre in the heart of Paris, the very place that inspired the first Air Max model with its ground breaking ‘bubble’.
The 30 minute loop would mark the introduction of Nike’s most ambitious Air Max iteration to date, - Nike Air Vapormax.



OUR APPROACH



Our creative objective was to make each sneaker a hero, show off the sneakers attitude and uniqueness, generate a large amount of social content that would mark the event as the place to be as well as bring excitement and anticipation to the launch… we decided to do this through powerful dynamic movement concepts and the use of bold saturated colours that would creative impact in projection.


We then brought the motion pieces together through a grid of forever shifting, evolving and changing sneakers that showed the wide world of Nike Air Max. The grid allowed us transcend time, shift between our iconic sneaker models and show the rich history of Air Max with a visual impact to experience at a huge scale. Air Max is all about the bubble,.. so naturally we took about tailoring the bubbles to the each sneaker creative with a unique movement and a unique texture.



EVERY SNEAKER HAS IT'S FOLLOWER



THE AIR MAX 1



The AM1 was inspired by the Pompidou itself, a child of the 80’s and where it all began.
We looked to bring together the original Miami-sunset advertising style of the AM1 and the iconic Pompidou building itself through VHS tinted spectacles and a glossy 80’s neon polish, while Nike brand communications of the era in the form of diagonal bars transitioned between the two with a powerful graphic.



THE AIR MAX 90



With the AM90 we paid homage to the embrace of a sports shoe by a party generation, rave culture and the AM90 are synonymous and the embrace was huge.
Our club neons, a smokey atmosphere, the well known striped rubber accenting of the sneaker and bubbles being blown from a bubble machine are fused together to marry product, place and time transporting you back.



THE AIR MAX 180



We borrowed from the AM180’s 'mad-rabbit' and hugely offbeat advertising penned by the legendary Ralph Steadman, it created such huge impact at the time that we wanted to replicate that 2D world where nothing is what it seems, forms morph to the unthinkable and the AM180 moves erratically in the same spirit.



THE AIR MAX 95



The AM95 was inspired by the human body, layered panels resembled muscle fibers and flesh, Nylon eyelets that were fashioned after ribs and the midsole that took after a spine… so we put the 95 under the microscope to find out what was beneath, we even scanned it’s green air bubbles - it turns out they’re full of Nitrogen at 25psi.
We wanted to bring the AM95’s understated sporting heritage to the foreground from it’s subtle use of the USA track team neon yellow to provide a visual punch at beginning and end.



THE AIR MAX 97



Inspired by the infamous Bullet Train in Japan the AM97 is covered in a 3M reflective material. Put simply, like the train it was designed to go fast, designed to shine bright, - so we had it do both.
Starting with a slow glide into place ready for transition to warp speed, as the speed builds the spin of the shoe becomes too fast to see, bubbles fly by and the 1997 background typography is revealed by the passing air in a 3M glow.



THE AIR MAX 360



With the AM360 Nike finally realised their ambition of ‘walking on air’ with the full air sole. We decided to play off the quality of ‘light as air’ and suspend the shoe in outer space trapped in zero gravity.
Air bubbles simply wobble around due to the lack of atmosphere, passing stars provide the setting as the shoe spins out of control with increasing speed in its rotation.



THE AIR MAX 2016



The AM16 was about 'more' than the 360, more glossy, more air, more colour and the addition of a new technology - Nike Flyknit. We chose to reflect it’s harmony of many parts through colour and highlight shifts reacting to the shoes motion, mimicking it’s big glossy air bubble and showing off it’s colour gradients, blending from one to another in a surreal sea of colour.