Since the original air bag from tinker, the Air Max has been a staple for Nike innovation. Our goal for the launch of the Air Max 720 was to look at the airbag in a different way, like... BIGGER. Working closely with sportswear brand design team we brought to life the dept. of unimaginable and the idea to “Just Go Bigger.” Creating a more lab like feeling and really taking the airbags to the max we created an immersive and compelling visual that helped tell the story of the largest airbag nike has ever done. This directive led to amazing installations and activations globally.