Nike Air Max 97 OG – Silver Bullet (25th Anniversary)

As Creative Project Lead, I directed the concept, pitch deck, and full production for Nike’s Air Max 97 “Silver Bullet” 25th anniversary campaign—reimagining the silhouette for a new generation by fusing Y2K nostalgia with digital futurism.

Working with STUDIO ACCI and Existential Pleasures, I integrated digital garments and virtual environments into the campaign’s visual identity, aligning Nike’s heritage with the aesthetics of a digitally native audience.

Responsibilities included:

• Managing a £10K budget, overseeing casting, location scouting, treatment, and post-production.

• Leading a video editorial and supporting digital campaign roll-out.

• Strategically connecting the sneaker’s legacy to Manchester’s creative subcultures.

The result was a campaign that achieved double the typical social engagement for the store, positioning the Silver Bullet as both a historic icon and a future-forward symbol—bridging physical product and digital expression within Nike’s evolving cultural narrative.