Nike Air Max 270 React Campaign
Immersive Instagram experience for product launch
The Nike Air Max 270 React campaign was an immersive Instagram experience designed to engage a younger, sports-driven audience. Through a series of interactive ‘Nike worlds,’ we showcased the shoe's unique design and functionality, offering users a fun and exploratory way to engage with the product and the brand.
Objective
To create a dynamic and engaging social campaign for the launch of the Nike Air Max 270 React, using immersive Instagram experiences to connect with younger audiences.
Challenge
Nike wanted a fresh and playful approach to launching the Air Max 270 React, targeting a younger demographic who engage heavily with social platforms. The challenge was to build a campaign that would highlight the shoe’s design and performance features while leveraging the power of Instagram as an interactive medium.
Solution
As Creative Lead, I co-led the creation of six immersive ‘Nike worlds,’ each representing a different aspect of the shoe's design and cultural influences. I 3D modelled the entire shoe and directed the art for the 3D teams, ensuring the visuals aligned with the brand’s aesthetic. Through extensive research, we developed distinctive concepts for each world, capturing the unique essence of both the product and the environment it was set in. We utilised Instagram’s interactive features to create a highly engaging experience, combining videos, stories, and easter eggs for users to explore.
Execution
The campaign revolved around six Instagram ‘worlds,’ each with a distinct look and feel tied to the Air Max 270 React’s creative inspirations. These worlds featured interactive stories, video content, and hidden surprises, all designed to encourage exploration. I not only provided creative direction but also worked closely with the 3D teams to bring the shoe to life in the digital space. The seamless Instagram integration ensured that users could engage with the worlds easily while immersing themselves in the experience.
Impact
The campaign successfully captured Nike’s target audience, generating high levels of engagement and positive feedback. It elevated the brand’s presence on Instagram by offering a fun, interactive experience that aligned with the lifestyle of younger consumers. The success of the campaign demonstrated the power of social media as a platform for immersive storytelling and product discovery.
Client
Nike
Agency
B-Reel
Role
Creative Lead
Year
2019
Type
Social Campaign
- Instagram Integration
- Interactive Storytelling
- 3D Modelling
- Social Campaign
Hey 👋 I'm a Creative Director 🎬, Designer 🎨 and Creative Technologist 🖥️ — your quintessential jack of all trades and master of some. Globetrotting from London 🇬🇧 to Singapore 🇸🇬 and Rotterdam 🇳🇱, I've honed my skills at top agencies like Media.Monks, Subvrsive, B-Reel and AllofUs, crafting creative solutions that resonate globally. Armed with experience in AR 🕶️, a curiosity for VR 🌐 and an ever-growing fascination with AI 🤖, I create immersive experiences across Voice 🔊, 3D 🛠️, immersive web 💻 and experiential design 🎢. I enjoy leading interdisciplinary teams towards bold and interesting outcomes, aiming to produce work that is as delightful as it is effective. Constantly poking at the boundaries of the next possible, I'm excited to explore where both old and new technology might lead us.