DEPARTMENT OF
UNIMAGINABLE

Nike launches its brand new Air Max design platform, exclusively for the youth: the Department of Unimaginable.

In this department, Nike wants to educate these young people on how to turn an idea into reality, by showing them that inspirations can come from everything around them.

And by showing that designing an Air Max requires you to experiment again and again, until you master a surprising and powerful element: air.

THE IDEA

We created a real laboratory to show that Air Max has been made from experiments and to tell children that inspiration is everywhere, it’s up to them to experiment it.

Three stories for three experimentation videos to encourage and inspire children to come and design their own air max on the platform. And to educate them on how ideas come to life.

AGENCY Dare.Win
CREATIVE DIRECTOR Damien Foui
MOTION Daniel Ismaily

AGENCY
Dare.Win
CREATIVE DIRECTOR
Damien Foui
MOTION
Daniel Ismaily