Big Mood Boards
To a lot of people, Nike Air Max feel like a very specific style.
We wanted to show Gen Z that, actually, the new Air Max Dn can fit into their style and their mood. Not the other way round.
We decided to embrace Pinterest’s comeback with moodboards, so Gen Z could explore style, and see how Air Max might come into that.
Supporting Material
Throughout the styling and art direction process, we referred back to the personalities and styles of our Gen Z models. Between songs on their self-made shoot-day playlists, we chatted with them about their style and packaged it up into an editorial piece for Nike.com. You can find it here.
Using the tone of voice we’ve developed for Nike teens, we also wrote supporting editorial for the launch of the new Air Max Dn.
Role: Lead Copywriter (Concept, Art Direction, Copy)