Go Lighter, Go Longer.
A metaphorical exploration of air and the negative space it occupies.
The Air Max 2017’s ultralight support and maximum comfort are portrayed through a series of visual metaphors inspired by scenarios encountered on an everyday run.
See full project here: mvsm.com/project/air-max-2017
Watch Video here: https://vimeo.com/192130017
Concept, Design & Direction: