Campaign, Art Direction, Seeding Kit, Retail Concept Design
Airmax 270 Go
Creative Direction, Social Campaign (AV & Stills), Design, Seeding Kit, Retail Concept Design
Creative Partners: Lisa Hopey (lead), Margherita Urbani, Lauren Slater
Project Manager: Marie
External partners: Upper (retouching), Pixel Pool (Retail Renders)
"Air Goes All Day" is a playful kids' project celebrating the wonder of air, emphasizing the comfort benefits of the Air Max 270 Go for uninterrupted Kidvision play throughout the day. Our kids' active routines require versatile footwear comfort, and the AM270 Go instantly initiates a full day of energetic fun. Our goal was to visually embody the enchantment of Air in Kidvision play, reflecting kids' boundless energy, and providing a footwear companion enabling seamless comfort from dawn till dusk.
The campaign creatively portrays the narrative of all-day play and boundless energy in a playful and relatable manner, echoing the common parental question, 'What did you do today?' often met with a one-word response of 'nothing,' despite kids being up to numerous activities. By visually showcasing our kids' daily adventures instead of just describing them, it crafts an engaging, fun, and relatable storytelling experience.
Additionally, a range of social assets, including diverse AV content in various sizes and lengths, along with different stills, were produced and tailored for different platforms and paid media placements to effectively feature the product in multiple scenarios.
Retail:
Led the retail design concept, overseeing an external agency to translate ideas into detailed renders. The design draws inspiration from playground structures, incorporating squiggly lines, arches, and textured surfaces. We aimed for visual coherence with assets captured in playgrounds, fields, and sidewalks. Employing airy objects as pedestals and props complements the visual storytelling. Utilizing air character stuffies as fillers creates an engaging and playful display appealing to both kids and parents.
