For the launch of the Air Max DN8, a brand-new silhouette in the Air Max range, we were asked to create Nike.com assets that would empower self-expression.
We chose London as the backdrop, a city globally recognized for its love for tech-inspired silhouettes. We then cast eight young local cultural accelerators - such as Theodor Black, Kirbs, Debbiesthuglife and Billy Menezes - together with our friends at Shelter Studio, each carefully selected for their distinctive style and hustler energy, embodying the experimental and innovative spirit of the DN8.
The same attention went into curating our creative team with talents such as photographer Sophie Jones and stylist Sam Thompson who were approached for their ability to translate street-level creativity into bold and aspirational aesthetics. Together, we captured how the DN8 acts as a catalyst for individuality and cultural expression.
From full-look visuals to product detail shots, the campaign delivered assets that integrated seamlessly into Nike’s wider DN8 launch.
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