NIKE AIR MAX PULSE: NORTH AMERICA
Role: Art Director
For Nike’s Air Max Pulse launch, I worked with my team to art direct a campaign that celebrated sneaker culture through the lens of six global cities. Our goal was to highlight local style and energy with content that felt authentic, fast-moving, and connected to the communities it represented.
CREATIVE DIRECTION + CONCEPT DEVELOPMENT
In leading the concept, I focused on visual storytelling that captured each city’s unique influence on sneaker culture. We embraced a lo-fi meets hi-fi aesthetic, using handheld cameras and point-and-shoots to blend candid footage with polished motion. I guided the creative direction to ensure we amplified local voices and that the visuals felt raw, youthful, and full of energy.
PHOTO + VIDEO PRODUCTION
I led the creation of all shot lists for both photography and videography, ensuring every angle aligned with our campaign vision. On set, I balanced my role as Art Director, guiding the photographer and videographer, with stepping in as one of the photographers myself. This allowed me to shape the shoot’s creative direction and contribute my own imagery, some of which was featured on Times Square billboards.
SOCIAL MEDIA
I created social content rooted in youth culture through Instagram photo dump carousels. As Art Director, set design inspiration and guided designers to make the aesthetic authentic and recognizable.
OUT OF HOME
I activated billboards in high-traffic areas across key cities, featuring a mix of city footage, stills, MAXXED OUT and Pulse animations, with city names cycling across three dynamic screens.
TEAM
CREATIVE DIRECTOR: Megha Kraft
PHOTOGRAPHERS: Mahayla Rheanna, Hannah Abu-eideh, Morgan Charlton, Monica Zulema, Gianna Iacone
VIDEOGRAPHERS: Manny Singh, Julian Edward, Waqas Ghani
COPYWRITER: Rodni Hicks
GRAPHIC DESIGNERS: David Moreno + Harleigh Roberts