A metaphorical exploration of air and the negative space it occupies.
The Air Max 2017’s ultralight support and maximum comfort are portrayed through a series of visual metaphors inspired by scenarios encountered on an everyday run.
Working as part of the in-house team at ManvsMachine, I was involved in a lot of the earlier RnD working on cloth simulations and developing the final ice-cream/tube system.
Design & Direction: ManvsMachine
Client: Nike Europe