Project Archive
AIR MAX DN SPRING 2024
This campaign introduced the newest member of the Nike Air Max family, the Dn.”Dn” stands for Dynamic Air technology which allows air to flow freely inside the shoes air unit to provide an unreal sensation.
The global launch film: Feel the Unreal, directed by Petra Collins
For the debut of the new Air Max Dn, we set out to build a world that mirrored the innovation of its dynamic air technology and something slightly surreal, yet grounded in movement and emotion.
We partnered with Petra Collins to direct and photograph the campaign, bringing her distinct, dreamlike lens to the next chapter of Air Max.
In this short film, Max navigates his way to tryouts through a world that bends around him, powered by the new Air Max Dn.
Featuring cameo appearances by:
Drake
Billie Eilish
Erling Haaland
Sha’carri Richardson
Shot in Budapest, Los Angeles, Toronto, and Manchester.
Sr. Art Director: Brian Bantog
Design: Hannah J. Kim, Roberto Rodriguez, John Akira Harold
Narrative Director: Dudu Viola
Narrative: Will Roelke
Photography: Petra Collins
Video Director: Petra Collins
Cinematography: Todd Bonazzi
Styling: Spencer Singer
CGI & Animation: New Format (Product)
Agency & Production: DIVISION