Creative and production by Breaks _ @breaksagency
Photography by Tom Gullam and Ethan Barratt _ @tomgullam @et.hanz
Videography by James Canavan _ @jamescanavandop
Production by Franky Chadwick _ @frankymchadwick @alibifilm
Edit by Dfran _ @dran.tv
Styling by Rhiannon Barry _ @rhiannon_isabel @waveygarms
Graphics by Kerrie Mccauley _ @kerrie.irl
Track by Scott Garcia _ @scottgarcia
Sound by Dan Pugsley _ @danpugsley

Air Max 95 ‘110’

Pushing camera technologies to transport consumers to the streets that shaped the ‘110’.

Air Max 95 ‘110’
Air Max 95 ‘110’
Air Max 95 ‘110’
Air Max 95 ‘110’
Air Max 95 ‘110’
Air Max 95 ‘110’
Air Max 95 ‘110’
Air Max 95 ‘110’
Air Max 95 ‘110’
Air Max 95 ‘110’

Since its debut, Londoners have had a nickname for the Air Max 95. Born of its original price-tag, the city named the seminal silhouette the ‘110’. Nike had never outwardly honoured the moniker – until now. We were tasked with celebrating the launch of the ‘110’, exclusive to Nike’s ‘SNKRS’ channel and London’s top-tier sneaker authority Footpatrol.

To do this, we gave the shoe and its story back to the city that created it. Using nascent camera technologies to capture a cross-generational cast of Londoners, we delivered a 360-degree view of what this shoe means to the capital, inviting audiences to step into the tale of the ‘110’.

"It’s always a pleasure working with a team that just gets the same scale of ambitions that you need, as well as the cultural landscape. In a refreshingly collaborative approach, we were able to co-develop a concept with a distinct brand point-of-view that the BREAKS team could then flesh out into a fully-scalable execution, in quite some speed I should add, that consistently delivered results to our expectations."

_
Keith Hawkins
Brand Creative, Nike

Creative and production by Breaks _ @breaksagency
Photography by Tom Gullam and Ethan Barratt _ @tomgullam @et.hanz
Videography by James Canavan _ @jamescanavandop
Production by Franky Chadwick _ @frankymchadwick @alibifilm
Edit by Dfran _ @dran.tv
Styling by Rhiannon Barry _ @rhiannon_isabel @waveygarms
Graphics by Kerrie Mccauley _ @kerrie.irl
Track by Scott Garcia _ @scottgarcia
Sound by Dan Pugsley _ @danpugsley

Air Max 95 ‘110’