ROLE:CONCEPTUAL CREATIVE

BRIEF:
Bring “The New Wave” to life through a Gen-Z first immersive experience celebrating the launch of the Nike x Patta Air Max 90.

EXECUTION:
Channelling the rebellious spirit of 90s rave culture, I borrowed visual and cultural cues from “The New Wave” film and Patta’s ethos to create an immersive world that placed fans inside the campaign itself. A DJ booth built within the silhouette of the Nike x Patta Air Max 90 anchored the space, while oversized shoe elements brought the wider environment to life. The experience passed the mantle to a new generation, positioning youth at the centre of the culture.