ManvsMachine’s Nike Air Max Kids brand system is powered by a huge library of inflatable 3D characters and objects, including dinosaurs, flying doughnuts, winged pizza and Nike ticks (obviously). According to the studio, “everything was bubble-versed and bursting with a playful unadulterated energy”.

ManvsMachine also led an “anti-gravity photoshoot”, bringing some of these “aerated assets” alongside social media sensation Doodle Boy, whose skill with a Sharpie has become legendary online, and musician Nandi Bushell, who found fame by posting videos of herself drumming on YouTube.

The brand system – described by the studio as “full of fun, freedom and a healthy dose of surrealism” – appeared as part of a global season campaign that was rolled out digitally, in-store and OOH. ManvsMachine’s work was also integrated into Nikeland on Roblox.

Credits:
Nike: Air Max Kids
Category: Brand Identity, Launch
Entrant: ManvsMachine
Client: Nike Brand Creative
Design, Direction & Animation: ManvsMachine
Photography: Fumi Homma