Maharishi By You
Hiding Iconic Air in Plain Sight
Maharishi joins forces with Nike By You for a second time with the Air Max 720. The concept behind the pack was that technology developed by the government should be in the hands of all people. Such a heavy theme needed to be contextualize in an interesting and compelling way without being too heady. So we had the idea to use different forms of lens technology to seek out the different colors way in the pack: night vision, heat vision, infrared and solar.
My role as a designer was to understand and map out the story across all deliverables in the Nike ecosystem and social channels.
I art directed the footwear detail shots and was the lead on the retouching of the photos, and created the solar treatment as that was shot in plain light.
I worked closely with with the team on motion edits and feedback for the main film, overall story, motion design for our different executions.
Art Direction by Meirion Pritchard
