The Air Max has always been a pivotal part of street culture. So, to launch the new models in Brazil, we decided to put them on the feet of those who most represent the streets: the graffiti characters of São Paulo.

In partnership with Brazil’s Biggest Street Art Collective, we invited artists to update their own existing characters with the new sneakers, turning city walls into Nike stores - the only way to get them on a limited pre-sale was to visit the arts, access Nike.com and unlock the purchase through geolocation.

Project role:
Copywriter, Associate Creative Director

Awards:
Cannes Lions 2019 | Grand Prix | Media
Cannes Lions 2019 | Silver | Media
Cannes Lions 2019 | Silver | Outdoor
Cannes Lions 2019 | Bronze | eCommerce
Cannes Lions 2019 | Bronze | Mobile
Cannes Lions 2019 | Bronze | Outdoor
Cannes Lions 2019 | Shortlist | eCommerce
Cannes Lions 2019 | Shortlist | Mobile
Cannes Lions 2021 | Shortlist | Effectiveness
Cannes Lions 2021 | Shortlist | Creative Strategy

D&AD 2020 | Yellow Pencil | Experiential
D&AD 2020 | Graphite Pencil | Digital
D&AD 2020 | Graphite Pencil | Direct
D&AD 2020 | Wood Pencil | Digital
D&AD 2020 | Wood Pencil | Media

One Show 2020 | Gold Pencil | OOH
One Show 2020 | Gold Pencil | Experimental One Show 2020 | Bronze | Direct
One Show 2020 | Merit | Mobile
One Show 2020 | Shortlist | Moving Image Craft

Andy Awards 2020 | Gold | Idea

Clio 2019 | Grand Clio | Out of Home
Clio 2019 | Bronze | Fashion & Beauty
Clio 2019 | Bronze | Digital/Mobile

LIA 2019 | Gold | Digital | Apparel
LIA 2019 | Bronze | Ambient | Apparel
LIA 2019 | Finalist | Integration | B2C

Clube de Criação 2019 | Gold | Out of Home

Effie 2019 | Gold | Brand Experience

WPPed Cream 2019 | Winner | Use of Mobile
WPPed Cream 2019 | Winner | Outdoor
WPPed Cream 2019 | Winner | Consumer Marketing