Nike’s spring 2025 launch of the latest installment of the Dn, the Airmax Dn8, ambitiously doubled the airbags on the shoe to 8, available in 8 color ways. The core concept then became about the number 8 - hence we hired 8 of the world’s best creatives to create 8 different expressions of each color way, then teamed those creatives up with 8 athletes. Ranging from footballer, Robbie Mainoo and artist Gabriel Moses, to basketball player Ja Morant and filmmaker Daniel Sannwald, to olympic runner Masai Russel and creative genius, Ilya Chemetoff. The brief allowed for near complete freedom, and the result was 8 groundbreaking AV’s and still executions that were used globally to launch the Dn8. Shoots took place in LA and Manchester - one of the biggest and most complex undertakings ever for an Airmax campaign.

(More content will be posted as the campaign roles out…)

ROLE in project: LEAD Producer

Credits

Creatives: Gabriel Moses, Ilya Chemetoff, Elizaveta Porodina, Marius Gonzalez, Newformat, Daniel Sannwald, EDGLRD, A New Plane
Stylist: Rita Zebdi
Production: Division