Nike Air Max × JD Sports · Holiday
Enter Your
Element
Creative Director + Concept + RETAIL · Metro Boomin · 2023
Nike Air Max × JD Sports needed a holiday retail campaign, and they chose my concept: Enter Your Element — pulling people into Metro Boomin’s world, a warped reality built from the five elements, blurring the line between natural and unnatural. Metro was shooting a commercial at the same time, so I stole him between takes in 20- to 30-minute increments. It became the largest retail campaign I’ve ever done: 100+ unique photo and video assets, each one customized to its screen format, live across 136 JD Sports stores in North America for six weeks — including Times Square.
Nike Air Max × JD Sports’ Holiday ’23 campaign was built to pull people into Metro Boomin’s creative world — a warped reality made from the five elements, blurring the line between natural and unnatural.
Playing with perception of lighting, colour and landscape, we built abstract interpretations of each element and its connection to Metro’s work.
We captured all footage in 30 min blocks running along side a parallel unrelated commercial. Using post-FX we connected each element into an immersive world and retail experience.
Metro in each element — fire, air, earth, water, ether. turned into retail print and digital campaign assets.
I led the creation of 100+ unique assets for 136 JD Sports stores across North America, each one customised to its screen. Digital podiums, portals and ticker tapes, halos, wall wraps and window displays — plus custom exteriors at Times Square, New York and the State Street flagship in Chicago. Six weeks, every door.
The vertical cut is the shoe itself — my first ever CGI video. The widescreen film ran on every out-of-home billboard and on the interior retail screens across all 136 stores.
The hero film cut for every surface it had to live on — widescreen for digital and web, vertical for social and in-store portrait screens, and stripped back again for the ticker tapes that run letters side to side across a shopfront. One idea, re-cut for each format rather than squeezed into it.