The visual direction had to balance the past with the present and reflect Nike Air’s progressive state of re-imagination: an eclectic, ever-changing, melting pot of inspiration. This year's approach takes cues from modern editorial design and hosts an extensive number of assets — from live action, 3D, typographical design, through to cel animation. Our anti-design framework was structured to retain a haphazard feel across all of the films, but it took multiple rounds of refinement to land a crafted version of this on-trend design style.

Finding ways to have a piece of 3D design move in a way that triggered a movement in a live action element was where all the fun was had. This added an extra layer of planning to the live action aspect of the project but it made for a tight system that allowed incongruous design styles to intermingle.