Nike Air Max 90 - The Future is Sampling

Sampling has always walked a tightrope between creativity and controversy. Take an element from an existing work, add something fresh, and a whole new sound can emerge. The tiniest ideas get an unexpected second life through the eyes of a new generation. The new AM90 samples from a cast of Air Max classics (Moon Landing, OG Ostrich, Lemon Frost and Untold Truth to name a few) to create a sneaker that’s steeped in history but 100% fresh. To create the future, first you have to look to the past.

We were asked by Nike to create a film that embodies the art of sampling to coincide with the launch of their Air Max 90 'Side A'.

More info in the link below,

Client - Nike

Agency - Ground Work 

Production Company - Way Out West

Director - Will Dohrn 

Producer - Duncan Harrison 

DP - Gwilym Evans

1st AC - Henry Russell 

Art Director - Ade Udoma

Hair/Make up - Rebecca Hampson

Photographer - Michelle Helena Janssen