Nike Air Max SNDR’s creative concept Anemoia explores the idea of a generation chasing the thrill of a time they’ve never lived, rebooting cultural references from the past in pursuit of radical, louder-than-ever self-expression. As the on-the-ground partner for this project, we brought Nike’s vision to life through a uniquely Toronto lens, inspired by the Caribbean Carnival soundclash. The result was not a retro revival, but a radical re-imagining of a marquee sporting event, celebrating the city’s diverse sounds and creating a collision point between nostalgia, music, and performance. Guests were immersed in an unrestrained, time-bending environment that set the stage for the rest of Carnival.
Within this project, my role spanned multiple disciplines. I designed and executed the event’s program flow to ensure a seamless attendee experience, introduced the launching shoe into digital spaces with 3D design, and developed animations used in both promo videos and live VJ sets. I also supported typography VFX for video production, designed lighting to elevate the spatial experience, and performed live visuals to energize the atmosphere. This multifaceted contribution merged cultural elements with bold, innovative design, shaping an immersive and memorable experience that embodied Nike’s vision.
Nike Air Max SNDR’s creative concept Anemoia explores the idea of a generation chasing the thrill of a time they’ve never lived, rebooting cultural references from the past in pursuit of radical, louder-than-ever self-expression. As the on-the-ground partner for this project, we brought Nike’s vision to life through a uniquely Toronto lens, inspired by the Caribbean Carnival soundclash. The result was not a retro revival, but a radical re-imagining of a marquee sporting event, celebrating the city’s diverse sounds and creating a collision point between nostalgia, music, and performance. Guests were immersed in an unrestrained, time-bending environment that set the stage for the rest of Carnival.
Within this project, my role spanned multiple disciplines. I designed and executed the event’s program flow to ensure a seamless attendee experience, introduced the launching shoe into digital spaces with 3D design, and developed animations used in both promo videos and live VJ sets. I also supported typography VFX for video production, designed lighting to elevate the spatial experience, and performed live visuals to energize the atmosphere. This multifaceted contribution merged cultural elements with bold, innovative design, shaping an immersive and memorable experience that embodied Nike’s vision.
Behind the Scene
Behind the Scene