Air Max Dn
Feel The Unreal
Nike 2024
For the launch of the new Air Max DN, we connected with Generation Z in Mexico, a youth that embodies a cultural clash where tradition meets bold innovation. They live life MAXXED OUT – pushing boundaries, blending heritage with the future, and reinventing everything in their path.
We partnered with Latin Mafia, one of Mexico’s boldest bands, known for breaking musical boundaries. These three brothers transformed their grandfather's living room into one of the most prolific music studios in the country, challenging the status quo – a perfect reflection of the Air Max DN's daring spirit.
Live Workshop by Latin Mafia.
To inspire the Gen Z to go MAXXED OUT and elevate their talent, we invited Latin Mafia to host an exclusive, live-streamed workshop where they opened the archives of their hit song Julietota.
The event, streamed on YouTube, marked their first-ever public workshop, allowing fans to Feel The Unreal as they experienced the band's creative process up close for the first time.
Agency: Wieden+Kennedy Mexico.
My role: Creative Direction.
Team: Jessica Apellaniz, Pablo de Arteaga, Denisse Mancera, Rodrigo Cantalejo, Leo Corrales, Josué González, Rodrigo Bonilla, Ana Mijares, Sofía Gamíz, Beatriz Pecero, Hugo Boccara.
Photographer: Seoju Park.
In colaboration with: Rocket to the Moon, Realidad and Club Local.