40TH ANNIVERSARY OF THE AIR FORCE 1
Role: Producer + Art Director
To celebrate the 40th anniversary of the Air Force 1 alongside 50 years of hip hop, my team and I created a 360 campaign that honored the artists and communities shaping the culture today. The project spanned multiple cities, capturing talent in places that defined their upbringing and creative journeys. As Art Director, I led the development of shot lists for each city and each location, ensuring our team could capture the breadth of storytelling needed. On set, I worked closely with the Creative Director to guide the photographer, support talent, and create an environment where they felt comfortable and natural in front of the camera.
The visual language merged archival references with contemporary energy, paying homage to hip hop’s legacy while spotlighting its next generation. By layering cultural research with design direction rooted in 90s nostalgia, the campaign delivered an authentic, multi-platform celebration of music, style, and community.
As Creative Producer, I researched and locked in locations across five neighborhoods per city, selecting sites that held cultural and historical weight. These ranged from landmarks tied to hip hop’s origins to places that shaped the artists’ identities as kids.
My preparation extended to studying interviews conducted by our copywriter, which gave me insight into each artist’s personality and musical background—knowledge I applied directly to my art direction on set and in post.
ORGANIC + PAID SOCIAL
For social, I helped shape content that highlighted city-specific stories while weaving in product details tied to each local Air Force 1 release. By grounding the creative in language, styling, and locations unique to each artist and city, we reinforced the Air Force 1’s place as “the people’s shoe” within hip hop culture. The campaign’s photo and video assets were rolled out across Nike’s platforms as well as the talent’s own channels, reaching audiences on Instagram, TikTok, Facebook, Twitter, and Pinterest.
EMAIL + APP THREAD
In addition to social, I led the creative direction for app and email content, ensuring each city’s story extended seamlessly across platforms. The structure mirrored our social approach but leaned more heavily into product storytelling, with clear CTAs driving directly to shop. I worked with the team to highlight shoe design inspiration and cultural aesthetics unique to each location, while weaving in standout interview quotes and protagonist blurbs to add depth and authenticity.
TEAM
CREATIVE DIRECTOR: Megha Kraft
GRAPHIC DESIGNERS: David Moreno + Harleigh Roberts
GRAPHIC DESIGNER: Harleigh Roberts