gabrielberta

project

AirMax Day 17

client

nike

agency

R/GA

role

Concept, Art Direction, Design

2017

_

The Brief

For the 30-year anniversary of Nike’s AirMax, Nike wanted an idea that would shine spotlight the sizzling sneakerhead culture in São Paulo.

_

AirMaxDay

2017

So we decided to bring together the sneaker world in São Paulo into one single place: the Air Max House.

A revitalized house that became the headquarters for SNKR culture and a stage for sneaker heads to come together and share their revolutionary ideas on music, sports, dance, culture and AirMax.  

AirMaxpage_01_cover2
AMD_house_21
AMD_house_22
AMD_house_23
AMD_house_24
AMD_house_26
AMD_house_27
AMD_house_28
AMD_house_29

_

Rebels On A ir

2017

And there's nobody better to embody AirMax's revolutionary spirit than the local people who are already making a difference in their communities. 

For each week of the AirMax month, a rising artist joined an acclaimed revolutionnaire to co-create something new in music, fashion, art and dance.

To register the whole creative process, we created an Instagram Story series called Rebels On Air.

_

Dj Zegon (Tropkillaz)

feat. Sabotagem 

Acclaimed DJ Zegon - @zegon - joined five rising beatmakers to remix an old Brazilian rap classic and co-create a new song that was later featured on the AirMax Stage.

And yes, They re-created the most OG song of Sabotagem:
Rap é Compromisso

AMD_Zegon1
AMD_Zegon2

_

Emicida feat.

the best freestylers

of São Paulo

Nike AirMax alongside Brazilian rapper Emicida - @emicida - were on a quest to find the best rap freestyler in São Paulo.

We created the biggest rap battle of São Paulo on local rap events across the city and invited the winners to compete on an all-time championship battle in the Air Max house.

The battle was dope!
Brodcast live from the AirMax House
Batalha AirMax House

AMD_Emicida1
AMD_Emicida2

_

Karol Conka

feat. Batekoo

One of the most prominent Brazilian female rappers, Karol Conka (@karolconka) joined group Batekoo (@batekoo) to create a new choreography for her song. 

In honor of Brazilian Women's Day, the song and the choreography highlighted feminism and new ideas on womanhood.

AMD_Karol1
AMD_Karol2

_

And, by the way, RapBox made a CyphAir there ;)

Rincon Sapiência, Nego E, Lívia Cruz, Tássia Reis, Rico Dalasam, Aori e Amiri

Agency: R/GA SP

Client: Nike

Film: 02 Produções

Visual Effects: ManVsMachine


CD: Saulo Rodrigues, Carlão Fonseca

Visual: Gabriel Berta, Pleemo, Pedro Dante, Alexandre Moers

Copy: Rafael Miessi, Luiza Sá

 

There is more to see at

Brand Campaign 22design, campagn, product design

Skol Pantone Pride Packdesign, campagn, product design, skol, pantone, pridepack, skol pack

NuCuentadesign, campagn, product design

Skol Dogzdesign, campagn, product design

NUroscoposdesign, campagn, product design

Nubank DileNudesign, campaign, product design, Bank,

NuRelaxdesign, campagn, product design, skol, pantone, pridepack, skol pack

Nike Rio 16Campagn

ReinventeEssaPromodesign, campagn, type

YouTube MusicCampagn