A positive, energetic and expressive 🖕 to the state of things.

When we got the brief for the ‘Kiss My Airs’ Air Max Day the world was in tatters. The UK voted for Brexit, America voted for Trump and Arsenal were 6th in the Premier League.

Since day one Air Max has had a responsive, resilient and revolutionary spirit: a Kiss My Airs Attitude. A positive, energetic and expressive middle finger to the state of things. How could we translate that attitude for a young football audience?   

We created short, playful films with an international crew of footballers on social. The revolt made its way in store too and posters launched the campaign on the streets.  

Made at AKQA London. Directed by PAQ.

Role: Art Direction, Creative Direction