The concept, places the shoe into an ambient world where urban objects appear to be ’lighter than air’, visually reinforcing the feeling of running in Air Max 2016. The animation has been commissioned to the motion studio Man Vs Machine to develop a hero visual and 30 second animation.

The fully integrated campaign connects the consumer journey from widespread social media, digital and specialist print campaigns. Epic street installations in Berlin, London and Paris depict the visuals across giant digital billboards.