Nike
Air Max Dn8
I was in charge of directing Nike’s next chapter in Dynamic Air with the Air Max Dn8, a fusion of Air Max history and cutting-edge innovation. I was tasked with creating a suite of content for the Dn8 experiential launch, demonstrating the design journey of the iconic sneaker, the content included looping assets, huge collages and an incredible launch film. The unveiling film and complementary assets embraced the illustrious sneaker and its progressive characteristics, reshaping the idea of what Air Max footwear can look like.
Installation looping films
For the Nike Innovation Launch, we extended the world of DN8 beyond the film and into the physical space.We created a series of bespoke, dynamic looping assets designed specifically for Nike’s large-scale LED screens — surrounding the audience with motion, energy and product detail, and immersing them in the visual world of DN8.
Installation collage films
I had designed and created a series of large-scale 12K digital collages, built to live across huge-format screens and pull audiences into the world of Nike DN8.
Rich in detail, texture and movement, each piece was designed to feel impactful at scale — transforming the product’s visual language into an immersive experience.
R&D work
R&D is always at the heart of how I approach a project. I love experimenting widely — testing ideas, techniques and technologies to discover unexpected outcomes.
DN8 was exactly that. We played, tested and pushed new techniques, exploring the boundaries of technology to find something fresh and distinctive. The goal wasn’t innovation for the sake of it, but to create a visual language that felt new, memorable and built to stand the test of time.
