AirMaxpage_42.jpg

Air Max House for Nike

For the 30-year anniversary of Nike’s Air Max, we wanted an idea that would shine light to sneakerheads’ sizzling culture in Sao Paulo. That's why we created the Air Max House. A revitalised house in the heart of the city that became the headquarter for the SNKR culture and a stage for sneaker heads to come together and share their revolutionary ideas on music, sports, dance, culture and, of course, Air Max.

 Who better than the local people who are already making a difference in their communities to embody the Air Max's revolutionary spirit? For each week of the Air Max month, a rising artist joined an acclaimed revolutionnaire to co-create something new in music, fashion, art and dance. To document all of the creative process, we created an Instagram Story series called  REBELS ON AIR.  

Who better than the local people who are already making a difference in their communities to embody the Air Max's revolutionary spirit? For each week of the Air Max month, a rising artist joined an acclaimed revolutionnaire to co-create something new in music, fashion, art and dance. To document all of the creative process, we created an Instagram Story series called REBELS ON AIR. 

  Rebels On Air Vol. 1   Acclaimed DJ Zegon - @zegon - joined five rising beatmakers to remix an old Brazilian rap classic and co-create a new song that was later featured on the AirMax Stage.

Rebels On Air Vol. 1
Acclaimed DJ Zegon - @zegon - joined five rising beatmakers to remix an old Brazilian rap classic and co-create a new song that was later featured on the AirMax Stage.

  Rebels On Air Vol. 2   Nike AirMax alongside Brazilian rapper Emicida - @emicida - were on a quest to find the best rap freestyler in São Paulo. We visited local rap events and invited the winners to compete on an all-time championship battle in the Air Max house.

Rebels On Air Vol. 2
Nike AirMax alongside Brazilian rapper Emicida - @emicida - were on a quest to find the best rap freestyler in São Paulo. We visited local rap events and invited the winners to compete on an all-time championship battle in the Air Max house.

  Rebels On Air Vol. 3   One of the most prominent Brazilian female rappers, Karol Conka (@karolconka) joined group Batekoo (@batekoo) to create a new choreography for her song, in honor of Brazilian Women's Day, highlighting feminism and new ideas on womanhood.

Rebels On Air Vol. 3
One of the most prominent Brazilian female rappers, Karol Conka (@karolconka) joined group Batekoo (@batekoo) to create a new choreography for her song, in honor of Brazilian Women's Day, highlighting feminism and new ideas on womanhood.

AirMaxpage_53_1250.jpg
CasaAirMax__0592__porWesleyAllen_IHateFlash_1250.jpg
CasaAirMax__0094__porWesleyAllen_IHateFlash_1250.jpg
CasaAirMax__0136__porWesleyAllen_IHateFlash_1250.jpg
CasaAirMax__0195__porWesleyAllen_IHateFlash_1250.jpg
CasaAirMax__0254__porWesleyAllen_IHateFlash_1250.jpg
CasaAirMax__0688__porWesleyAllen_IHateFlash_1250.jpg
CasaAirMax__0318__porWesleyAllen_IHateFlash_1250.jpg
CasaAirMax__0415__porWesleyAllen_IHateFlash_1250.jpg
CasaAirMax__0490__porWesleyAllen_IHateFlash_1250.jpg
CasaAirMax__0544__porWesleyAllen_IHateFlash_1250.jpg
  //Agency:  R/GA São Paulo   //My Role:   Idea concept, documentaries and social media content.    //Team:  Executive Creative Director: Saulo Rodrigues, Carlão Fonseca Copywriters:  Rafael Miessi , Luiza Sá, Luiz Medeiros Art Directors: Gabriel Berta, Pati Mo, Alex Moers

//Agency:
R/GA São Paulo

//My Role: 
Idea concept, documentaries and social media content. 

//Team:
Executive Creative Director: Saulo Rodrigues, Carlão Fonseca
Copywriters: Rafael Miessi, Luiza Sá, Luiz Medeiros
Art Directors: Gabriel Berta, Pati Mo, Alex Moers