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Asics Gel Quantum 360 Femme
« on: Jun 1st, 2017, 10:10pm » |
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The Nike Air Max was launched in 1987 and has gone on to become one of the most famous trainer designs of all time. For Air Max Day 2017, ManvsMachine was Asics Gel Quantum 360 Donne commissioned to celebrate 30 years of Air Max with a huge campaign. Here, creative director Adam Rowe Adidas Superstar Donna takes us through the project and shares insight into the processes that saw it realised.
In 1987, Nike launched Adidas Gazelle Dames one of the most innovative and groundbreaking sneaker designs of all time: the Nike Air Max. With this design, Nike made the invisible visible, opening a window to the sole like never before. This technology became a game changer in the sneaker world, as the public was intrigued and runners were hooked. What began as a window, transformed into the sole of the shoe and then into the soul of sneaker culture. Our brief for Air Max Day 2017 was to celebrate thirty years of Air Max and bring its revolutionary spirit to life again, redefining the present and future of Air.
We wanted to tap into that rebellious OG spirit and build an homage to the passion that started the Air Max revolution, as well as the evolution of Air over the Nike Roshe Run Mujer past 30 years. We’ve worked on so many Air Max projects by now, we have a pretty solid understanding of the Nike Air Max Thea Dam product and its heritage, so were in a great position to explore 30 years of Air.
Nike are excellent historians, and provided an amazing resource for back stories on all seven of the products we launched this Air Max Day. For each we were given insights into the inspiration and thinking behind the product, from basketball courts and elephants for the Air Max 1 Atmos to plants, animal prints and Kid Robot for the Air Max 1 Master. Having such detailed storytelling elements made our lives easy when bringing the visuals to life and creating a rich landscape of Air Max history.
We were fortunate to have a clear goal from the off: visualise a Re-Revolution and ignite the Air Max community with the product’s rebellious spirit. Having Nike Air Max 90 Donna Nero such a strong steer gave our concept development a solid foundation.
Our initial creative approach was to Asics Gel Quantum 360 Femme identify and explore the “methods of revolution”; the different ingredients that come together to make a revolution spontaneously evolve. Themes such as mass-mobilisation, revolutionaries, iconology, flags, paint, smoke, etc. started to emerge. We then began to sketch concepts that were tightly wound around any one of these elements, which we thought would make for a succinct campaign. We soon realised this wasn’t the way to go, as any one of these themes on its own didn’t challenge convention – it was a combination of all these elements working in unison that empowered a revolution.
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