AIR MAX GIFT CITY
HOME PREVIOUS NEXT
Space between nike air max 720 china town gift city 21

AIR MAX 720 MEMBERS FIRST CAMPAIGN.

STRATEGY
Campaign
Creative Direction
Art Direction
Branding & Identity
Graphic Design
Experience Design
Spatial Design
Motion Graphics & Animation
Film
Website Design
Build & Execution
Programming & Management

PARTNERS
Boom Studios (Build)
Josh Robernstone (Photography)
Tundra (Website Development)
Gen C (Film)

AN UNCONVENTIONAL RETAIL SPACE THAT MIMICKED THE IRREVERENT AND UNDEFINABLE NATURE OF THE AIR MAX 720. COMBINING DISRUPTIVE RETAIL PLACEMENT AND A UNIQUE CONSUMER EXPERIENCE, THE SPACE CHAMPIONED THE PRODUCT, HIGHLIGHTED ITS DESIGN FEATURES, AND AUTHENTICALLY PORTRAYED ITS POPULARITY WITH AN UNORTHODOX, NARRATIVE DRIVEN FLARE.


A TWO TIERED MEMBERSHIP DRIVE AND PRODUCT LAUNCH, THE AIR MAX 720 SUBTLY INFILTRATED MELBOURNE’S ICONIC CHINATOWN DISTRICT, CREATING BRANDED TOUCH POINTS THROUGHOUT THE CONVENIENCE STORE, CHINA TOWN GIFT CITY.

Web space between nike air max 720 china town gift city crew
Space between nike air max 720 china town gift city 5
Web space between nike air max 720 china town gift city old man
Space between nike air max 720 china town gift city 4
Web space between nike air max 720 china town gift city detail 30
Web space between nike air max 720 china town gift city detail 29

AND WE DESIGNED A CAMPAIGN WEBSITE FOR CONSUMERS, HOUSING ALL CAMPAIGN INFORMATION; HOW TO SECURE YOUR PAIR OF LIMITED EDITION AIR MAX 720'S AND COLLECT FROM CHINA TOWN GIFT CITY.

USING THE VISUAL LANGUAGE OF CHINATOWN, THE ACTIVATION CREATED A SURPRISE AND DELIGHT MOMENT FOR THOSE IN THE KNOW. WINNY, GIFT CITY’S OWNER AND CUSTODIAN, ADDED THEATRE TO THE EXPERIENCE, SPIELING KEY FEATURES OF THE PRODUCT THROUGHOUT THE ACTIVATION AND TAKING ON THE PERSONA OF A FULL BLOWN HYPE BEAST.

Web space between nike air max 720 china town gift city sneaker flex
Space between nike air max 720 china town gift city 1
Space between nike air max 720 china town gift city 27
Web space between nike air max 720 china town gift city winny squat
Space between nike air max 720 china town gift city 28