Happy Air Max Day

Nike

01/ The Challenge

The Nike Air Max 95 is an everybody shoe; literally. With tons of color options, the Air Max’s are fashionable for the entire family.

Nike wanted to shoot a campaign that showcased that.

02/ The Story

Instead of tapping professional models to portray a family, we found a real life New York family. The idea was to recreate a scene of a family spending casual, quality time together.

After scouting, we determined Dumbo New York would be the ideal location to capture these images. I recall spending some times by the piers during the summer + watching the local families spend time with their children there.

I wanted the photos to be as realistic as possible so instead of trying to orchestrate this made up lifestyle scene and just taking the traditional route of posing them, I simply told them to have fun + act like we wasn’t there.

03/ THE Results

The goal of the campaign was to deliver images that looked like a typical families’ Saturday morning play day. By properly moodboarding and planning this campaign, we were able to deliver exactly what Nike asked for: photos that showed the Air Max’s as most people see them; an everyday lifestyle shoe.

The photos were loved by the brand, so much that what originally started as just a social media campaign eventually used for the homepage of the Nike website.

CLIENT TESTIMONIAL

When I sought out a photographer to partner with for my project, Jarrod was the first that came to mind. I knew that he would be as dedicated as I am and very professional. As a less creative person it can be difficult for me to articulate my ideas, but Jarrod is patient and asks questions to understand thoroughly. I trust his vision and artistry. - DESTINEE, Co-founder of Strivers’ Row