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Nike | Air Max Month
Nike DN8 Launch for Air Max Month
Earned, Owned & Paid Content Suite
Creative Consultant
2025
3 Collaborator Experiments
1M+ Views across Meta
41 Press Features (Social, Digital)
300+ UGC Moments
About The Project:
To celebrate the launch of the new Air Max Dn8 during Nike’s Air Max Month, I consulted on the creative behind a series of experimental brand collaborations rooted in a key belief: that hyper-local storytelling is one of the most powerful ways to create genuine cultural connection. The goal was to merge Nike’s innovation ethos with deeply embedded creative expression from local scenes, using unexpected formats to drive authentic engagement and cultural buzz.
The Melbourne activation revived the cult-classic video game 'Big City Earnerz' in collaboration with Melbourne's underground hip-hop group POSSESHOT. The campaign spanned a high-energy launch film, custom arcade machines installed in key city hotspots, and a secret warehouse party in their neighborhood. By tapping into local subcultures and bringing the game’s world into real-life spaces, we fused nostalgia, music, and street culture into an immersive experience that felt both unexpected and deeply relevant.
