The 2017 Nike Campaign “Go Lighter, Go Longer” for Air Max by D & AD aim was to create a campaign with the maximum visual impact. A campaign that leaves you breathless. One that makes you look twice.
The concept behind go lighter, go longer is in fact a metaphorical exploration of air and the negative space it occupies.
A series of visual metaphors portrays the Air Max 2017’s ultralight support and maximum comfort. The scenarios are in fact inspirations from everyday run encounters.
See full project here: mvsm.com/project/air-max-2017
Watch Video here: https://vimeo.com/192130017
Concept, Design & Direction: