Experience Visuals Metaphors of Everyday Running with Air Max

Known for awesome and innovative work in design, and also for collecting awards like Cannes Gold Lion and D&AD Black for the Versus video for Maxon , the design and motion studio ManvsMachine – whose list of big clients includes Apple, Audi, or Honda — produced a new creative ad for Nike Air Max. Inspired by a casual day running, the design studio devised a “metaphorical exploration of air and the negative space it occupies,” that promotes Nike’s new campaign “Go Lighter, Go Longer“. The studio is referring to their work as a “series of visual metaphors inspired by scenarios encountered on an everyday run.”


Based on their well-known experience in visual modeling, ManvsMachine succeeded to present the new Nike Air Max 2017 in a revolutionary way — the 30-second video describes a succession of unique images of the upgraded shoe, which is able to change its materials by reacting to the environment. The music video by Zelig Soundsummarizes an unusual everyday run, and it is filled with foot rhythms, runner’s breath, airflow, and even some sort of traffic noises.


This isn’t the first Air Max project that ManvsMachine worked on: in 2015, the strong collaboration between Nike Sportswear and the design studio brought to life a campaign that celebrated Air Max Day and 30-year-anniversary of the iconic shoes, by releasing a video full of digitalized bubbles and balloons. Although it was full of pretty, and colorful images as well, the following campaign for 2016 Air Max Day is clearly a lot different – it presents unique mechanics of minds of three Nike designers by captivating a series of kinetic sculpture of movement and energy: Hiroshi: The Editor of Air. Tinker: The Architect of Air. Mark: The Visionary of Air.

All three videos have a clear ManvsMachine signature, that keeps evolving with every piece of their work with the latest one focusing on “metaphorical exploration of air and the negative space it occupies.”

Involved in various projects – like their latest mesmerizing advert by English singer, songwriter, and director, FKA TWIGS, that presents Nike’s new Spring Zonal Strength Tights — the sportswear giant managed to captivate its customer’s attention, by using augmented reality technology. Nike found a unique way for its clients to create a pair of sneakers that fits their style and personality. The process of shoe personalization can be done in selected Nike stores, using a mounted display and an editing program that allows you to create your own, stylish, and unique shoe design, based solemnly on your preferences.