At the heart of the Air Max Day '15 creative is the concept of turning back the clock, of going back through time to see the evolution of the iconic Air Max shoe but in reverse.

We start in 2015, inside Tinker Hatfield's office, focusing on the current 2015 Air Max sitting on his drafting table. Time ticks backwards and the environment subtly shifts to reflect the previous eras from the past.

In this world, the Air Max bubbles come to life, playfully morphing elements of the trainers and providing the narrative momentum. The trainers and the bubbles exist alone in a pristine space of creativity, as if we are touring the imagination of Tinker Hatfield himself.

We finally reveal "the one before the 1", the Air Max Zero, the original trainer behind the legend.

The idea revolves around ‘thought bubbles’.

Set in Tinker's office, from his unassuming drawings emerge the Air Max bubbles. Dynamic, playful, living bubbles, that through refraction and clever placement, morph to finally reveal the original Air Max Zero.

Time ticks away in reverse, and the flurries of bubbles unpredictably run across the trainers revealing previous Air Max styles.

Tinker's office also changes in small increments over time to reflect the different eras; objects within the scene emphasise the rewinding timeline. Colours in the scene rewind from a restrained contemporary palette, to bold fluorescents, to a mixed primary colour scheme. The cinematography is stylised: charming and reminiscent of time-lapse.

We also developed the distinctive, custom made, three dimensional Air Max Day typography which went on to be constructed and featured in stores globally.

The cultural impact of the Air Max Day creative has been unprecedented. We created a brand out of this global event and gave consumers an opportunity to reminisce with the Air Max lineage. This year Air Max Day '16 has been a much larger campaign, with Tinker Hatfield, Hiroshi Fujiwara and Mark Parker all returning to the drafting table to create three new Air Max iterations.

AMD:

Nike YouTube Channel

Main film, ’Tinker Hatfield’s Desk’: 332k views

Cut down, ‘The One before the 1’: 352k views

Nike Instagram Account

'The 1 before the one’: 442K likes

‘Every revolution starts with an idea’: 434K likes

‘Wear your Air’: 278K likes

Nike Sportswear Instagram Account: 380k likes

Nike Air Max Facebook Page

Wear you Air: 2,470 likes; 76,256 views

Wear your Air v.2: 1,341 likes; 29,373 views

The One before the 1: 5,330 likes; 125,252 views

Back to Blueprint: 3,994 likes