NIKE - THE PULSE OF LONDON
VISUALISING THE PULSE OF LONDON’S UNDERGROUND
FOR AIR MAX DAY 2023
London’s underground scene inspired the design of the new Air Max Pulse.
For Air Max Day 2023, we wanted to elevate this scene and make their pulse visible to everyone.
We built a 15m interactive silhouette and defied London’s iconic skyline with visuals generated live from the sounds at our Air Max Day party nearby, featuring performances by Joy Orbison, Jeshi and Nia Archives, amongst others.
PROJECTION MAPPING & AIR MAX DAY PARTY
Air Max Day is one of the biggest annual events in Nike’s calendar, a global celebration that always gives back to the community propelling sneakers culture.
Since the new Air Max Pulse design was inspired by London’s gritty and maximalist creative scene, we joined the dots and went all in, hosting the Air Max Day 2023 event at the heart of South London’s creative community: Peckham.
Working alongside AI generative artist and VJ Daito Manabe, the sounds from the party were transformed live into generative art, and then projected in real time onto the gigantic Air Max Pulse silhouette outside.
Innovative technology used for real-time graphics enabled the shoe canvas to become fully interactive; pairing this with Daito’s AI systems that manipulated sound into art meant that when artists hit the mic, the shoe portrayed a live, always-changing representation of the creators’ sounds and energy, like a beacon defying the City’s iconic skyline with its frenetic visuals.
A truly ‘Maxxed Out’ experience for everyone.
WHY I LIKE IT
Have you seen the line-up?
I might not be a sneakerhead, but I love underground culture, and I really love a good rave.
Getting to extend the Air Max legacy and fandom with world-class colleagues and partners in crime like Daito Manabe and Amplify… was a dream come true.
Also, we got my beloved Floating Points for the soundtrack. How cool is that?
CREDITS
Client: Nike Brand Creative
Year: 2023
Creative Directors: Ferran López, Paul Kennedy
Producer: Candice Smith
Reporting to: Jordi Pont, Andy Walker
Production: Amplify
Generative Visuals: Daito Manabe
Film Director: Jon E. Price